Presz, Agnieszka2014-04-112014-04-112009Organizacje komercyjne i niekomercyjne wobec wzmożonej konkurencji oraz wzrastających wymagań konsumentów. Pod red. A. Nalepki, A. Ujwary-Gil. Nowy Sącz : WSB-NLU, cop. 2009. - S. 116-126978-83-88421-62-4http://hdl.handle.net/11199/7479Relationship Marketing means building, maintaining and expanding customer relations. It requires collecting and processing customer information in order to ensure a better and more comprehensive approach to customer needs and wants as well as preferences. Currently, in changeable market conditions, success can be achieved only by those companies, which implement the best and reliable marketing activities. This article presents an essence and the meaning of individual communication as a one of the fundamental element of Relationship Marketing.plUznanie autorstwa-Użycie niekomercyjne-Bez utworów zależnych 3.0 PolskabookPart