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1995 | OriginalPaper | Buchkapitel

Beyond Relationship Marketing: Flexible and Intelligent Relationship Management Strategy (FIRMS)

verfasst von : K. C. Chan, Michael C. Mcdermott

Erschienen in: Marketing Theory and Practice

Verlag: Macmillan Education UK

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During the 1980s hundred of billions of dollars changed hands as companies restructured themselves, largely through acquisitions and divestments as they sought to become global leaders in their selected line(s) of business. Buying established brands was perceived as offering the quickest and lowest risk route to a position of global leadership. It was also regarded as the key to profitability because brands commanded a premium price and customer loyalty (McDermott and Gray, 1990).

Metadaten
Titel
Beyond Relationship Marketing: Flexible and Intelligent Relationship Management Strategy (FIRMS)
verfasst von
K. C. Chan
Michael C. Mcdermott
Copyright-Jahr
1995
Verlag
Macmillan Education UK
DOI
https://doi.org/10.1007/978-1-349-24260-3_21