{"product_id":"relationship-marketing-book-regis-mckenna-9780712655637","title":"Relationship Marketing","description":"Written by the author of \"The Regis Touch\", this book looks at how to build the crucial relationship with customers, suppliers, partners and distributors - which help a company to dominate its market. Marketing can no longer be isolated from product development, manufacturing, finance and sales: the only successful companies are those which are willing and able to adapt their products and services to fit the needs of their customers. Effective marketers will forge a new relationship between the customer and the company, involving the customer closely in the decision-making processes at every stage in the development of goods and services. Advertising, promotion and market-share thinking are dead, says McKenna. The new relationships represents a fundamental shift in the role and purpose of marketing: from manipulation of the customer to genuine customer involvement; from \"selling and telling\" to communicating and trading knowledge; from sharing markets to creating new ones in collaboration with customers.","brand":"WoB","offers":[{"title":"- \/ - \/ -","offer_id":51524006248721,"sku":"","price":0.0,"currency_code":"USD","in_stock":true},{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":51524006641937,"sku":"GOR002193712","price":13.69,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0712655638.jpg?v=1751168661","url":"https:\/\/www.worldofbooks.com\/products\/relationship-marketing-book-regis-mckenna-9780712655637","provider":"World of Books ","version":"1.0","type":"link"}