Relationship Marketing Text And Cases

b' Key Features: \nThe book discusses the process of identifying and creating new value \nwith individual customers of the enterprise and then sharing the tangible \nbenefits created by the firm over a lifetime of its association with them \nThe book discusses the process of identifying and creating \nnew value with individual customers of the enterprise and then sharing the \ntangible benefits created by the firm over a lifetime of its association with \nthem. It explains the need for understanding, focusing on and management of \nrelationship values between business enterprises and profitable or valued \ncustomers of the firm for its sustainable '