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Relationship Marketing: Creating Stakeholder Value (Chartered Institute of Marketing)
Relationship Marketing Creating Stakeholder Value - Chartered Institute of Marketing
Author: Martin Christopher, Adrian Payne, David Ballantyne
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: C...  more » 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.

Based on the best-selling first edition of Relationship MarketingComprehensive account of how to develop and implement a winning relationship strategy

Includes frequent vignettes to show how the theory works in practice
ISBN-13: 9780750648394
ISBN-10: 0750648392
Publication Date: 5/21/2001
Pages: 264
Edition: 2nd
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Publisher: Butterworth-Heinemann
Book Type: Paperback
Members Wishing: 0
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