附註:Previous edition: 1991.
Includes bibliographical references and index.
Cover -- Contents -- Acknowledgements -- Introduction -- Chapter 1. Creating value for the customer -- Chapter 2. Creating value for the organisation -- Chapter 3. Building marketing relationships: the six markets model -- Chapter 4. Managing relationships in networks -- Chapter 5. Relationship marketing: integrating quality, customer service and marketing -- Chapter 6. Developing and implementing a relationship strategy -- Index -- Last Page.
摘要: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.
