Marketing communication: principles and practice

FURTHER READING
Barabba, V. P. and Zaltman, G. (1991) 
Hearing the Voice of the Market
, Cambridge,
MA: Harvard Business School Press.
Duncan, T. and Moriarty, S. E. (1998) ‘A communication-based marketing model
for managing relationships’, 
Journal of Marketing
63: 1–13.
Gordon, I. (1998) 
Relationship Marketing: New Strategies, Techniques and Technologies
to Win the Customers You Want and Keep Them Forever
, Toronto: John Wiley &
Sons Canada.
Grönroos, C. (1990) 
Service Management and Marketing: Managing the Moments of
Truth in Service Competition
, Lexington, MA: Lexington Books.
Grönroos, C. (1996) ‘Relationship marketing: strategic and tactical implications’,
Management Decision
34 (3): 5–14.
Leenders, M. R. and Blenkhorn, D. L. (1988) 
Reverse Marketing: The New
Buyer–Supplier Relationship
, London: Collier Macmillan.
Palmer, A. (2000) 
Principles of Marketing
, Oxford: Oxford University Press.
Peppers, D. and Rogers, M. (1993) 
The One-to-One Future: Building Business
Relationships One Customer at a Time
, New York: Doubleday.
Peppers, D. and Rogers, M. (1997) 
Enterprise One-to-One: Tools for Building
Unbreakable Customer Relationships in the Interactive Age
, London: Piatkus Books.
Prus, R. (1989) 
Making Sales and Pursuing Customers
, London: Sage Publications.
Sheth, J. N., Mittal, B. and Newman, B. I. (1999) 
Customer Behavior: Consumer
Behavior and Beyond
, Fort Worth, TX: The Dryden Press.
Tynan, C. (1997) ‘A Review of the Marriage Analogy in Relationship Marketing’,
Journal of Marketing Management
, 13 (7): 695–704.
Varey, R. J. (forthcoming) 
Relationship Marketing: Dialogue and Networks in the E-
commerce Era
, Chichester: John Wiley & Sons.