Beschrijving
Das Management enger Geschäftsbeziehungen zwischen Unternehmen oder Unternehmen und Konsumenten wird oft als Erfolgsfaktor propagiert. Das Buch analysiert Ursachen und Erfolgswirkungen des Relationship Marketing und ordnet diese Managementfunktion in den Kontext anderer betriebswirtschaftlicher Disziplinen und Funktionen ein.
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