Relationship Marketing: Creating Shareholder Value
Routledge, 2002 - Business & Economics - 242 pages
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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Creating value for the customer
Creating value for the organisation
Building marketing relationships the six markets model
Managing relationships in networks
alliance markets approach benchmarking brand cent channel Chapter collaboration companies need company’s competitive concept consumers costs CPFR Creating value critical cross-functional customer acquisition customer lifetime value customer market customer relationship management customer requirements customer retention customer satisfaction customer segments customer service customer value customer’s deliver develop emphasis employees example existing customers external firm firm’s fishbone focus focused framework functional groups identify implementing important improve industry influence markets integrated interaction internal marketing involves lifetime value market domain market segments marketing activities marketing mix maximise ment Nordstrom organisation organisation’s partners performance perspective potential recognise Recruitment markets Referral markets relationship marketing strategy relationship strategy retailer role service and marketing service quality service strategy share shown in Figure six markets Spar platform staff stakeholders structure suppliers supply chain Supply chain management tomer understanding up-selling value chain value creation value proposition value-creation Vodafone