DEC 31, 1969

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Turning the IoT into opportunities
January 31, 2017

Relationship Marketing: Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention

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The focus of marketing is shifting away from transactional marketing and toward relationship marketing. Companies are beginning to recognize the economic value of stable, long-term customer relationships based on a high degree of customer satisfaction, trust, commitment, and loyalty. The book provides a comprehensive overview of both fundamentals and important recent developments in this fast-growing field. It also presents examples of successful relationship marketing in practice.

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