Description
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.
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
About the Author
Martin Christopher, Adrian Payne, David Ballantyne
Book Information
ISBN 9780750648394
Author Martin Christopher
Format Paperback
Page Count 264
Imprint Butterworth-Heinemann Ltd
Publisher Taylor & Francis Ltd
Weight(grams) 416g
