Relationship Marketing: Creating Stakeholder Value (Chartered Institute of Marketing (Paperback)) - Softcover

Christopher, Martin

Softcover

ISBN 10: 0750648392 ISBN 13: 9780750648394

Publisher: Routledge, 2002

Synopsis

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.

About this title

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.

About the Author:

Dr Martin Christopher is Professor of Marketing and Logistics and Chairman of the Centre for Logistics and Supply Chain Management at at Cranfield School of Management, UK.

Dr Adrian Payne is Professor of Services & Relationship Marketing and Director of the Centre for CRM at Cranfield School of Management, UK. He is an author of ten books on Relationship Marketing, CRM and Marketing Strategy. He undertakes research, gives keynote presentations, runs workshops and consults globally in CRM, relationship marketing and customer retention strategies.

David Ballantyne is Senior Lecturer in Relationship Marketing and Service Management in the Department of Marketing, Monash University, Australia. He was previously a Senior Associate at the Centre for Services Management at Cranfield School of Management and a Director of the Total Quality Management Institute in Australia. His expertise is in services marketing, logistics management and the emerging field of internal marketing.

About this edition

• Publisher: Routledge
• Publication date: 2002
• ISBN 10: 0750648392
• ISBN 13: 9780750648394
• Binding: Paperback
• Edition number: 1
• Number of pages: 264