Buch, Englisch, 264 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 401 g
Buch, Englisch, 264 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 401 g
ISBN: 978-0-7506-4839-4
Verlag: Routledge
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.
Zielgruppe
Marketing Managers, Marketing Directors, and Product Managers.<br>Those studying on executive courses in areas such as Relationship Marketing, Marketing Management and Strategy, and Marketing Communications.<br>Final Year Undergraduates, MBA, and CIM Professional Postgraduate Diploma Students.
Autoren/Hrsg.
Fachgebiete
- Wirtschaftswissenschaften Betriebswirtschaft Management Geschäftswettbewerb
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Außenhandel
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
Weitere Infos & Material
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.
