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Total relationship marketing : marketing strategy moving from the 4Ps--product, price, promotion, place--of traditional marketing management to the 30Rs ... / Evert Gummesson.

By: Gummesson, Evert, 1936-.
Material type: materialTypeLabelBookPublisher: Oxford ; Burlington : Butterworth-Heinemann / Elsevier, 2008Edition: 3rd ed.Description: xiv, 376 p. : ill. ; 25 cm.ISBN: 0750686332; 9780750686334.Subject(s): Relationship marketing | Marketing -- Management | | Business, Business Administration June2015 October2015DDC classification: 658.812
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Scientific 658.812 GUM (Browse shelf) 1091 Available 000039324
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Marketing strategy moving from the 4Ps-- product, price, promotion, place-- of traditional marketing management to the 30Rs-- the thirty relationships- of the new marketing paradigm /

Index : p. 365-376.

Bibliography : p. 345-363.

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