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Relationship Marketing by Martin Christopher

Relationship Marketing

by Martin Christopher , Adrian Payne , David Ballantyne
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Book cover type: Paperback
  • ISBN13: 9780750648394
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Routledge
  • Publisher Imprint: Routledge
  • Publication Date:
  • Pages: 264
  • Original Price: GBP 53.99
  • Language: English
  • Edition: Revised Edition
  • Item Weight: 409 grams
  • BISAC Subject(s): Marketing / General

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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