2002. 1st Edition. Paperback. 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. This book provides advice on how to develop, integrate and implement the various strands of a successful relationship strategy. Num Pages: 264 pages, 1, black & white illustrations. BIC Classification: KJF; KJS. Category: (P) Professional & Vocational. Dimension: 234 x 156 x 14. Weight in Grams: 402. . . . . . Books ship from the US and Ireland.

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Bibliographic Details

Title: Relationship Marketing: Creating Stakeholder Value
Publisher: Taylor & Francis Ltd
Publication Date: 2002
Language: English
ISBN 10: 0750648392
ISBN 13: 9780750648394
Binding: Soft cover
Condition: New

About this title

Synopsis

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.

About the Author

Martin Christopher, Adrian Payne, David Ballantyne

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