Martin Christopher, Adrian Payne, David Ballantyne

Relationship Marketing (eBook, PDF)

• Format: PDF

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: Taylor & Francis
• Seitenzahl: 264
• Erscheinungstermin: 17. Juni 2013
• Englisch
• ISBN-13: 9781136368967
• Artikelnr.: 38442861

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.