by Regis McKenna · Century Hutchinson · tapa dura · ISBN 9780712655637
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«Relationship Marketing» is Regis McKenna's marketing essay, published by Century Hutchinson in hardcover (252 pages, in English).
McKenna argues that marketing should not be an isolated area: competitive advantage arises from solid relationships with customers, suppliers and partners, integrating the customer into product development. He proposes replacing consumer manipulation with real participation and knowledge exchange, creating new markets collaboratively.
Originally published in 1992, the work falls within the Business and Economics category, focusing on customer relationship strategies.
For readers interested in business management, relationship marketing and customer loyalty.
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