Relationship Marketing
1st Edition
Published on 17. June 2013
264 pages
978-1-136-36896-7 (ISBN)
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.
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.
More details
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
File size
5,44 MB
ISBN-13
978-1-136-36896-7 (9781136368967)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Martin Christopher | Adrian Payne | David Ballantyne
Relationship Marketing
Creating Stakeholder Value
Book
11/2015
1st Edition
Routledge
€272.40
Shipment within 10-20 days
Martin Christopher | Adrian Payne | David Ballantyne
Relationship Marketing
Creating Stakeholder Value
Book
10/2002
2nd Edition
Butterworth-Heinemann
€73.50
Shipment within 10-15 days
Persons
Martin Christopher, Adrian Payne, David Ballantyne
Content
Chapter 1 Creating value for the customer; Chapter 2 Creating value for the organisation; Chapter 3 Building marketing relationships: the six markets model; Chapter 4 Managing relationships in networks; Chapter 5 Relationship marketing: integrating quality, customer service and marketing; Chapter 6 Developing and implementing a relationship strategy;
