Relationship Marketing (Chartered Institute of Marketing)

Type

Book

Authors

Martin Christopher

Adrian Payne

David Ballantyne

ISBN 10

0750648392

ISBN 13

9780750648394

Tags

Advertising, Marketing, Entrepreneurship, Accounting, Customer Relations, Economics

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. - from Amzon

Number of Copies