Relationship Marketing
ISBN: 0750648392
EAN13: 9780750648394
Language: English
Pages: 264
Edition: Rev
Dimensions: 1.00" H x 9.00" L x 6.00" W
Weight: 1.00 lbs.
Format: Paperback
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Book Overview
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.