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RELATIONSHIP MARKETING : Concepts, Theories and Cases: Book by BISWAS SUPRIYA

RELATIONSHIP MARKETING : Concepts, Theories and Cases

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ISBN: 9788120348752    Publisher: PHI LEARNING PVT. LTD. Year of publishing: 2014     Format:  Paperback No of Pages: 480        Language: English

The role of relationship marketing in the current business scenario has become significant as maintaining good relationships with various sections of society, especially the customers, is important...Read more

The role of relationship marketing in the current business scenario has become significant as maintaining good relationships with various sections of society, especially the customers, is important for achieving organisational objectives.

The book encapsulates all the essential aspects of relationship marketing in an easy-to-understand manner. It has been thoroughly revised and enlarged in the Second Edition and incorporates topics based on emerging concepts of marketing and technology, including relationship parameter in brand identity, service recovery paradox, adversity quotient of relationship managers, impact of social networking on customer relations, as well as applications of cloud and mobile computing in the practice of relationship marketing.

Inclusion of new and contemporary case studies from industries--Toyota logo, Removing pain points: How Coco-Colas low-cost solar cooler is helping Coke spread its wing in villages, and Mobile computing in general insurance business, provides a practical orientation to the text and help students to understand concepts of relationship marketing in the context of real-world situation. Apart from these, case assignments have been developed on various dimensions of relationship marketing.

Intended as a textbook for the postgraduate students of management, the book is equally useful for relationship managers, executives, and sales and marketing professionals.




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About the author: BISWAS SUPRIYA

SUPRIYA BISWAS (PhD in Business Management) is Professor, Marketing and IT, NSHM Business School, Kolkata. Formerly, he was Deputy General Manager... Read more

SUPRIYA BISWAS (PhD in Business Management) is Professor, Marketing and IT, NSHM Business School, Kolkata. Formerly, he was Deputy General Manager (Pre Sales) CMC Ltd, and has also served as a Guest Faculty, Marketing, in Indian Institute of Social Welfare and Business Management (IISWBM), Kolkata. Dr. Biswas has published many papers in reputed journals on marketing and advertising.


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