Relationship marketing re-imagined : marketing's inevitable shift from exchanges to value cocreating relationships / Naresh K. Malhotra, Can Uslay, and Ahmet Bayraktar.
Marketing is arguably amidst a paradigm shift. Marketing orientation is shifting away from creating exchanges (sales) to creating value (satisfaction) and relationships (cocreating value). Ultimately, the main objective of all marketing activities is value creation. In vast majority of cases, value...
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Bibliographic Details
| Main Authors: |
Malhotra, Naresh K.
(Author),
Uslay, Can, 1973-
(Author),
Bayraktar, Ahmet
(Author) |
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| Format: | eBook
|
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| Language: | English |
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| Published: |
New York, New York (222 East 46th Street, New York, NY 10017) :
Business Expert Press,
2016.
|
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| Edition: | First edition. |
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| Series: | Marketing strategy collection.
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| Subjects: | |
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| Online Access: | Click for online access
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