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Relationship marketing [Elektronski vir] : creating shareholder value
Christopher, Martin, 1945- ; Payne, Adrian ; Ballantyne, David
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.
Type of material - e-book
; adult, serious
Publication and manufacture - Oxford [etc.] : Butterworth-Heinemann, 2002
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