Relationship Marketing : Creating Stakeholder Value Paperback
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.
- Format: Paperback
- Pages: 264 pages, 1, black & white illustrations
- Publisher: Taylor & Francis Ltd
- Publication Date: 30/10/2002
- Category: Business competition
- ISBN: 9780750648394