The aim of the course is to give to the student the tools to understand the theme of Relationship Marketing (RM)and Customer Relationship Management (CRM).
The RM is based on three main concepts: the relationship, the network and the interations between the enterprises, the market and the society.
Gummesson E., "Marketing Relazionale", Hoepli Ed. - ALL
- Relational approaches to marketing
- Classic market relationship
- Special market relationship
- Mega relationship
- Nano relationship
- Do RM and CRM pay?
- RM: teh network organization and the network society
- The genesis of RM and CRM
- RM and CRM provide a new paradigm
- new trends
- case studies