Relationship Marketing |
|
| Author:
| Christopher, Martin
Payne, Adrian
Ballantyne, David |
| ISBN: | 978-0-08-051604-2 |
| Publication Date: | Jun 2013 |
| Publisher: | Taylor & Francis Group
|
| Imprint: | Routledge |
| Book Format: | Digital (delivered electronically) |
| List Price: | USD $54.95USD $235.00USD $235.00 |
Book 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...
More DescriptionRelationship 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.