| Author: | Martin Christopher, Adrian Payne, David Ballantyne | ISBN: | 9781136368950 |
| Publisher: | Taylor and Francis | Publication: | June 17, 2013 |
| Imprint: | Routledge | Language: | English |
| Author: | Martin Christopher, Adrian Payne, David Ballantyne |
| ISBN: | 9781136368950 |
| Publisher: | Taylor and Francis |
| Publication: | June 17, 2013 |
| Imprint: | Routledge |
| 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.
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.
