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Written with undergraduate and postgraduate students in mind, this second edition provides new perspectives on the meaning of marketing. Delineating the basic principles of Relationship Marketing (RM) and Customer Relationship Management (CRM), this reference offers guidelines for planning and implementing CRM strategy. It argues that companies should move away from marketing to anonymous masses and toward developing and managing relationships with identifiable customers and stakeholders.
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Adele Berndt is an associate professor in the department of marketing and logistics at the Africa Jönköping International Business School in Sweden. Madéle Tait is a professor and the head of the department of marketing management at the Nelson Mandela Metropolitan University.
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