Relationship 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. It is based on the best-selling first edition of "Relationship Marketing" and gives a comprehensive account of how to develop and implement a winning relationship strategy. It includes frequent vignettes to show how the theory works in practice.

ISBN	0750648392	Volumes	1
ISBN13	9780750648394 (What's this?)	Weight (grammes)	416
Publisher	Taylor & Francis Ltd	Published in	Oxford
Imprint	Butterworth-Heinemann Ltd	Series title	Chartered Institute of Marketing (Paperback)
Format	Paperback	Previous ISBN	9780750640176
Publication date	30 Oct 2002	Height (mm)	234
Library of Congress	2005362836	Width (mm)	156
DEWEY	658.8	Spine width (mm)	14
DEWEY edition	DC21	Academic level	Professional / Scholarly
Pages	264

	Acknowledgements
	Introduction
1	Creating value for the customer	1
2	Creating value for the organisation	38
3	Building marketing relationships: the six markets model	76
4	Managing relationships in networks	120
5	Relationship marketing: integrating quality, customer service and marketing	148
6	Developing and implementing a relationship strategy	190
	Index	235

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Creating Stakeholder Value

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