- Paperback: 320 pages
- Publisher: A Butterworth-Heinemann Title; New edition edition (23 Mar 1998)
- Language English
- ISBN-10: 0750640170
- ISBN-13: 978-0750640176
- Product Dimensions: 23.1 x 15.6 x 2 cm
- Average Customer Review: 4.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 627,652 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Review
'The articles are wide-ranging, covering manufacturing and services; business and consumer database marketing and retail. They are all well-written and some, particularly those connected with the importance of measurability are inspirational.' - Marketing Business, December 1995
Product Description
The newly emerging area of relationship marketing has become a major focal point for leading-edge practitioners in their search for sustainable competitive advantage. This book, which complements the best-selling title Relationship Marketing, presents a selection of some of the best writing on the subject by experts from around the world. The editors have supplemented these articles with linking summaries and commentaries which together highlight the breadth of this important topic.
Issues such as:
*customer retention
*employee satisfaction
*supplier relations
*management of service quality
are all brought together to provide an integrated approach to the development of a relationship marketing strategy.
Complements the best-selling title Relationship Marketing
Presents a selection of some of the best writing on the subject by experts from around the world
Issues such as:
*customer retention
*employee satisfaction
*supplier relations
*management of service quality
are all brought together to provide an integrated approach to the development of a relationship marketing strategy.
Complements the best-selling title Relationship Marketing
Presents a selection of some of the best writing on the subject by experts from around the world
Inside This Book
(Learn More)
First Sentence
In recent years the traditional approach to marketing has been increasingly questioned. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
In recent years the traditional approach to marketing has been increasingly questioned. Read the first page
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Concordance
Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most Helpful Customer Reviews
4 of 5 people found the following review helpful
Format:Paperback
This is a good book if you know something about the subject. The book enhances your knowledge and raises new ideas that you can use in your business right away. I'm planning on using this book as a mandatory literature in my Relationship Marketing class.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
1 review
14 of 14 people found the following review helpful
Distillation of the Best Writings on Relationship Marketing
9 Sep 1999
Format:Paperback
The 21 articles in Relationship Marketing for Competitive Advantage are wide-ranging, covering manufacturing and services, business and consumer database marketing, and retail. All in all, they represent some of the best writing on relationship marketing including seminal works by marketing experts from around the world such as Theodore Levitt, Leonard Berry, David Maister and Christian Grönroos.
The fundamental principle upon which relationship marketing is founded is that the greater the level of customer satisfaction with the relationship with the supplier-not just the product or service-then the greater the likelihood that the customer will stay with the supplier. Retaining customers is important, as there is strong evidence to suggest that customer retention is directly related to profitability. It appears that the longer the customer stays with a supplier, the higher the likelihood that they will place a greater amount of business with the supplier, even to the extent of single sourcing. Further, there is a likelihood that these retained customers will cost less to service and that they will be less likely to be motivated solely by price.
At the heart of relationship marketing is the integration, company-wide, of hitherto separate customer service and total quality initiatives with the mainstream of marketing strategy. Conventionally, customer service and quality have been managed separately from marketing. In the relationship marketing paradigm, they are intertwined and managed as one. The rationale behind this is that it is upon service and quality that relationships are built.
Edited by academics from the Cranfield School of Management, the articles in this book are supplemented with summaries and commentaries, highlighting a broad scope of issues such as customer retention, employee satisfaction, supplier relations and the management of service quality. These issues are brought together to provide an integrated approach to the development of a relationship marketing strategy. This book of linked readings has been designed to reinforce themes first developed in Relationship Marketing by Christopher, Payne and Ballantyne (Butterworth-Heinemann, Oxford, 1991) and provides a solid basis for the further development of relationship marketing as a discipline and as a practical orientation.
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