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Book Description
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.
Table of Contents
- Cover Page
- Half Title
- Title Page
- Copyright
- Contents
- Acknowledgements
- Introduction
- 1 Creating value for the customer
- 2 Creating value for the organisation
- 3 Building marketing relationships: the six markets model
- 4 Managing relationships in networks
- 5 Relationship marketing: integrating quality, customer service and marketing
- 6 Developing and implementing a relationship strategy
- Index