Relationship Marketing

Martin Christopher, Adrian Payne, David Ballantyne

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Paperback

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English

Butterworth-Heinemann Ltd
30 October 2002

Business competition; Sales & marketing

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.

By: Martin Christopher, Adrian Payne, David Ballantyne
Imprint: Butterworth-Heinemann Ltd
Country of Publication: United Kingdom
Edition: 2nd Revised edition
Dimensions: Height: 234mm, Width: 156mm, Spine: 13mm
Weight: 416g
ISBN: 9780750648394
ISBN 10: 0750648392
Pages: 264
Publication Date: 30 October 2002
Audience: Professional and scholarly , Undergraduate
Format: Paperback
Publisher's Status: Active

Creating value for the customer; Creating value for the organization; Building market relationships: the six markets model; Managing relationships in networks; Relationship marketing: integrating quality, customer service and marketing; Developing and implementing a relationship strategy.

Martin Christopher, Adrian Payne, David Ballantyne