Relationship Marketing

1. Auflage 2015
ISBN: 978-1-138-13694-6
Verlag: Routledge

Buch, Englisch, 264 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 567 g

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.

Autoren/Hrsg.

Christopher, Martin

Payne, Adrian

Ballantyne, David

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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.

Über Autor(innen)

Martin Christopher, Adrian Payne, David Ballantyne