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Marketing has evolved rapidly both as an academic and practical discipline and is now regarded as a fundamental part of the activities of most progressive business and organizations. Strategic Market Relationships provides a re-examination of the nature and scope of marketing as a subject and develops ideas about how organizations originate, sustain and develop relationships with their customers and suppliers.
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Donaldson & O'Toole address how organisations originate, sustain and develop relationships with customers, suppliers, competitors, and other stakeholders from a strategic perspective. This examination maps business relationship choices from strategy to implementation.
* Develops the reader's understanding of the nature, relevance and importance of creating and sustaining relationships as a strategic resource
* Takes a managerial perspective to the study of relationships, from strategy to implementation
* Presents new themes and frameworks in areas such as relationship planning, relationship implementation, customer relationship management, and electronic relationships
* Each chapter contains two case studies: a commencement case illustration and an end of chapter teaching case
Strategic Market Relationships has been written for students studying relationship strategy, management or marketing on advanced undergraduate, MBA and other postgraduate courses. It will also be a valuable resource for managers who wish to gain a greater understanding of strategic market relationships.
Supplementary materials for lecturers adopting Strategic Market Relationships can be found at the web site.
BILL DONALDSON is Director of Marketing and a Senior Lecturer at the Strathclyde Graduate Business School
TOM O'TOOLE is Head of the Management and Organisation department at Waterford Institute of Technology where he lectures in business strategy and international marketing
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Book Description Condition: New. New. Seller Inventory # M-0471494437