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Relationship Marketing

Relationship Marketing

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  • ISBN-13: 9781138136946
  • Publisher: Routledge
  • Release Date: Nov 24, 2015
  • Pages: 264 pages
  • Dimensions: 0.63 x 9.21 x 6.14 inches

Overview

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.

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