Managing Market Relationships

Managing Market Relationships explains what relationship marketing entails, how it is implemented, how it evolves, and how it is controlled. Building on research with colleagues, Adam Lindgreen argues that companies must add value - either through their products and services or through their relationships, networks, and interactions.

Gestionarea relatiilor cu piata explica ce presupune marketingul relational, cum este implementat, cum evolueaza si cum este controlat. Pe baza cercetarilor cu colegii, Adam Lindgreen sustine ca companiile trebuie sa adauge valoare - fie prin produsele si serviciile lor, fie prin relatiile, retelele si interactiunile lor.