Relationship Marketing book cover

Relationship Marketing

Creating Stakeholder Value

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.

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.

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Published: October 2002

Imprint: Butterworth Heinemann

ISBN: 978-0-7506-4839-4

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.

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