Relationship marketing : creating shareholder value / Martin Christopher, Adrian Payne, David Ballantyne.

Format:

Book

Author/Creator:

Christopher, Martin.

Contributor:

Payne, Adrian.

Ballantyne, David.

Language:

English

Subjects (All):

Relationship marketing.

Marketing.

Physical Description:

1 online resource (261 p.)

Edition:

Rev ed.

Place of Publication:

Oxford : Butterworth-Heinemann, 2002.

Language Note:

English

System Details:

text file

Summary:

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

Contents:

""Cover""; ""Relationship Marketing: Creating Stakeholder Value""; ""Copyright""; ""Contents""; ""Acknowledgements""; ""Introduction""; ""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""; ""Index""

Notes:

Previous ed.: 1991.

Includes bibliographical references and index.

ISBN:

9786611021887

9781136368950

1136368957

9781138136946

1138136948

9781281021885

1281021881

9781136368967

1136368965

9780080516042

0080516041

OCLC:

469607846