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.
- ISBN:
- 9781138136946
- 9781138136946
-
Category:
- Economics
- Format:
- Hardback
- Publication Date:
-
26-11-2015
- Language:
- English
- Publisher:
- Taylor & Francis Group
- Country of origin:
- United Kingdom
- Dimensions (mm):
- 234.95x158.75mm
- Weight:
- 0.45kg
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