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BeschreibungExtends 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. This book provides advice on how to develop, integrate and implement the various strands of a successful relationship strategy.
InhaltsverzeichnisCreating 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.
PortraitDr Martin Christopher is Professor of Marketing and Logistics and Chairman of the Centre for Logistics and Supply Chain Management at at Cranfield School of Management, UK. Dr Adrian Payne is Professor of Services & Relationship Marketing and Director of the Centre for CRM at Cranfield School of Management, UK. He is an author of ten books on Relationship Marketing, CRM and Marketing Strategy. He undertakes research, gives keynote presentations, runs workshops and consults globally in CRM, relationship marketing and customer retention strategies. David Ballantyne is Senior Lecturer in Relationship Marketing and Service Management in the Department of Marketing, Monash University, Australia. He was previously a Senior Associate at the Centre for Services Management at Cranfield School of Management and a Director of the Total Quality Management Institute in Australia. His expertise is in services marketing, logistics management and the emerging field of internal marketing.
Untertitel: Creating Stakeholder Value. 1, black & white illustrations. Sprache: Englisch.
Verlag: Taylor & Francis Ltd
Erscheinungsdatum: Oktober 2002
Seitenanzahl: 264 Seiten