Relationship Marketing
| Autor: | Ballantyne, David Christopher, Martin Payne, Adrian |
|---|---|
| EAN: | 9780750648394 |
| Auflage: | 002 |
| Sachgruppe: | Wirtschaft |
| Sprache: | Englisch |
| Seitenzahl: | 260 |
| Produktart: | Kartoniert / Broschiert |
| Veröffentlichungsdatum: | 30.10.2002 |
| Schlagworte: | Absatz / Marketing Entrepreneurship Marketing Vermarktung Werbung Wirtschaft / Allgemeines, Einführung, Lexikon |
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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.
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