Skip to Content

Relationship Marketing

By Helen Peck, Martin Christopher, Moira Clark, Adrian Payne

Routledge – 1999 – 509 pages

Purchasing Options:

  • Add to CartHardback: $80.00
    978-0-7506-3626-1
    May 12th 1999

Description

Arranged in 6 sections, this title gives marketing practitioners and students critical examples of best practice from a variety of companies.

Alongside 'Relationship Marketing: bringing quality, customer service and marketing together' and 'Relationship Marketing for Competitive Advantage: winning and keeping customers' this new title provides readers with insights into marketing in the 21st century.

Contents

Section 1 - Relationship Marketing - The Six Markets Framework; Section 2 - Customer Markets; The Nestle Buitoni Case Study; Carlton Electronics; Tesco Mini Case; Rover Cars: The Catalyst and Conquest '91; Direct Line; RSPB; Section 3 - Supplier/Alliance Markets; Supply Relationships at Trico; Cafe Direct; Global Canadian Metals Inc.; Section 4 - Ratners; Fisons; The Body Shop; Section 5 - Recruitment and Internal Markets; Club Med B; Nordstrom; Digital Equipment Corporation; Euro Disney: The First 100 Days; Section 6 - Integrating the Six Markets; Laura Ashley; British Airways.

Related Subjects

  1. Relationship Marketing

Name: Relationship Marketing (Hardback)Routledge 
Description: By Helen Peck, Martin Christopher, Moira Clark, Adrian Payne. Arranged in 6 sections, this title gives marketing practitioners and students critical examples of best practice from a variety of companies. Alongside 'Relationship Marketing: bringing quality, customer service and marketing together'...
Categories: Relationship Marketing