Publisher description for Marketing channels : a relationship management approach / Lou E. Pelton, David Strutton, James R. Lumpkin.
Bibliographic record and links to related information available from the Library of Congress catalog
Information from electronic data provided by the publisher. May be incomplete or contain other coding.
This is the first text to use the relationship marketing perspective in the channels course. The authors have created a Channels Relationship Model (CRM), which is the guiding framework of the book. This book is a combination of text, cases, and readings. It contains coverage of global and ethical issues. Careful attention is paid to the pacing of material throughout the semester.
Library of Congress subject headings for this publication: Marketing channels, Relationship marketing