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Relationship Marketing
Paperback
Series: Chartered Institute of Marketing (Paperback)
AccountingBusiness GeneralMarketing
ISBN13: 9780750648394
Publisher: Routledge
Published: Oct 30 2002
Pages: 264
Weight: 0.90
Height: 0.60 Width: 6.16 Depth: 9.40
Language: English
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.Also in
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