Martin Christopher, Adrian Payne, David Ballantyne

Relationship Marketing

• Gebundenes Buch

Produktbeschreibung

Relationship Marketing: Creating Stakeholder Value extends the analysis of the change in the marketing rationale from a crude concern for increased market share to a strategy aimed at creating long-term profitable relationships with targeted customers. Offering a cutting edge vision of relationship marketing, Relationship Marketing: Creating Stakeholder Value is a seminal text for all students and managers in the field. With new up-to-date case materials and examples of best practice, the book covers all the stakeholder markets - employees, suppliers, influencers, customers and consumers - for which the relationship approach is critical. It also provides crucial advice on how to develop, integrate and implement the various strands of a successful relationship strategy.

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Produktdetails

• Verlag: Routledge
• Seitenzahl: 266
• Erscheinungstermin: 26. November 2015
• Englisch
• Abmessung: 240mm x 161mm x 19mm
• Gewicht: 569g
• ISBN-13: 9781138136946
• ISBN-10: 1138136948
• Artikelnr.: 44313784

Autorenporträt

Martin Christopher, Adrian Payne, David Ballantyne

Inhaltsangabe

Creating value for the customer
Creating value for the organization
Building market relationships: the six markets model
Managing relationships in networks
Relationship marketing: integrating quality, customer service and marketing
Developing and implementing a relationship strategy.

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Creating value for the customer; Creating value for the organization; Building market relationships: the six markets model; Managing relationships in networks; Relationship marketing: integrating quality, customer service and marketing; Developing and implementing a relationship strategy.