Relationship Marketing

Name: Relationship Marketing
Author: Martin Christopher

Creating Stakeholder Value

Specificaties

Paperback, 264 blz. | Engels

Taylor & Francis | 1e druk, 2002

ISBN13: 9780750648394

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Taylor & Francis 1e druk, 2002 9780750648394

€ 64,34

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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.