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Relationship Marketing: Creating Stakeholder Value (Chartered Institute of Marketing)
 
 

Relationship Marketing: Creating Stakeholder Value (Chartered Institute of Marketing) [Kindle Edition]

Martin Christopher , Adrian Payne , David Ballantyne
5.0 out of 5 stars  See all reviews (1 customer review)

Print List Price: £33.99
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Product Description

Product Description

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.

From the Publisher

This new edition, reinforces and extends the authors analysis of the change of marketing from a crude concern for increased market share to a strategy for creating long-term profitable relationships with targeted customers. The completely updated and revised edition builds on the success of the one of the first and most highly regarded books on this subject, the addition of new up-to-date case materials and examples of best practice will make the book a highly effective text.Covering all the stakeholder markets; employees, suppliers, influencers, customers and consumers, in which the relationship approach is critical this new edition is the seminal text for all students and managers in this field.

Product details

  • Format: Kindle Edition
  • File Size: 2121 KB
  • Print Length: 264 pages
  • Simultaneous Device Usage: Up to 4 simultaneous devices, per publisher limits
  • Publisher: Routledge; 2nd edition (17 Jun 2013)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B007ZZCSRQ
  • Text-to-Speech: Enabled
  • X-Ray:
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: #378,932 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Most Helpful Customer Reviews
Format:Paperback|Verified Purchase
A really good text. I much prefer this to other longer marketing text books.
Full of useful summary lists and key models, incl explanation of the six markets model.
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