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Leading Through Relationship Marketing/Batterley, Ric/Paper/0074713744/S053-D2
McGraw Hill Australia
Relationship marketing is what relationships in business are all about; the strategy of properly aligning the relationships between all the key stakeholders in an organisation, working towards increased performance and profitability of the organisation.
Richard Batterley, who is regarded as an expert in Relationship Marketing and writes a regular column for Australia's foremost marketing magazines, has produced a book that addresses the many aspects of relationship marketing in a holistic way. To date much has been written about the different aspects of relationship marketing, but until now, nothing has been written as a single source of reference and information.
The book offers a logical structure, dealing with the history of relationship marketing, the why and the how. This book presents a coherent definition and model of relationship marketing and introduces some new concepts, pulled together into a single source an integrated view of relationship marketing and its vital role in today's businesses.