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Relationship Marketing

By Martin Christopher, Adrian Payne, David Ballantyne

Routledge – 2002 – 264 pages

Purchasing Options:

  • Add to CartPaperback: $55.95
    978-0-7506-4839-4
    October 29th 2002

Description

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.

Contents

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.

Related Subjects

  1. Relationship Marketing

Name: Relationship Marketing (Paperback)Routledge 
Description: By Martin Christopher, Adrian Payne, David Ballantyne. 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...
Categories: Relationship Marketing