Though developing and maintaining a relationship with customers is a tough job, yet bonding with the individual has found to gain popularity and to get a competitive edge in the midst of cutthroat competition. This book gives the reader a comprehensive understanding of the key concepts of this type of relationship marketing by being an alternative to mass marketing.
ABOUT THE AUTHOR Braj Mohan Chaturvedi
Braj Mohan Chataurvedi (b. 1979) is an Associate Consultant of ICFAI Books, an affiliate of the ICFAI University. He holds a Post Graduate Diploma in Management from ICFAI Business School, Kolkata. Prior to joining ICFAI, he worked with Infocom Network Limited and yellowpagesindya.com as sales manager and brand manager respectively. He was a member of the consulting team for many new dot.com ventures where he was responsible for developing marketing and communication strategy. He has also written several articles on branding and marketing related issues, in various journals and business magazines published by ICFAI University Press. His areas of interest are supply chain management, services marketing and branding.
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