Relationship Marketing: Creating Shareholder Value

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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.

Based on the best-selling first edition of Relationship MarketingComprehensive account of how to develop and implement a winning relationship strategy
Includes frequent vignettes to show how the theory works in practice
 

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Contents

Creating value for the customer
1
Creating value for the organisation
38
Building marketing relationships the six markets model
76
Managing relationships in networks
120
Relationship marketing integrating quality customer service and marketing
148
Developing and implementing a relationship strategy
190
Index
235
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