Relationship Marketing

Creating Stakeholder Value

By

  • Martin Christopher, Professor of Marketing and Logistics and Chairman of the Centre for Logistics and Supply Chain Management, Cranfield School of Management, UK.
  • Adrian Payne, Cranfield School of Management, UK
  • David Ballantyne, Senior Lecturer in Relationship Marketing and Service Management in the Department of Marketing, Monash University, Australia.

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.
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Audience

Marketing Managers, Marketing Directors, and Product Managers.Those studying on executive courses in areas such as Relationship Marketing, Marketing Management and Strategy, and Marketing Communications.Final Year Undergraduates, MBA, and CIM Professional Postgraduate Diploma Students.

 

Book information

  • Published: October 2002
  • Imprint: BUTTERWORTH HEINEMANN
  • ISBN: 978-0-7506-4839-4


Table of Contents

Creating value for the customer; Creating value for the organization; Building market relationships: the six markets model; Managing relationships in networks; Relationship marketing: integrating quality, customer service and marketing; Developing and implementing a relationship strategy.