by Carmen Barroso Castro, Enrique Martín Armario · ESIC Editorial · tapa blanda · ISBN 9788473561945
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«Marketing relacional» is the marketing manual by Carmen Barroso Castro and Enrique Martín Armario, published by ESIC Editorial in paperback (248 pages).
The book explains the crisis of transaction-based marketing and the emergence of relational marketing. It analyses value creation, the pillars of relational strategy, the value chain, customer loyalty and its impact on profitability, and ends with the convergence between market orientation and relational marketing.
Part of the Libros profesionales collection from ESIC Editorial; first edition, published in 1999. Text in Spanish.
Aimed at marketing, sales management and business administration professionals and academics.
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