Relationship marketing creating shareholder value
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 m...
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| Otros Autores: | , |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Oxford :
Butterworth-Heinemann
2002.
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| Edición: | Rev ed |
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| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627938806719 |
Tabla de Contenidos:
- ""Cover""; ""Relationship Marketing: Creating Stakeholder Value""; ""Copyright""; ""Contents""; ""Acknowledgements""; ""Introduction""; ""Chapter 1: Creating value for the customer""; ""Chapter 2: Creating value for the organisation""; ""Chapter 3: Building marketing relationships: the six markets model""; ""Chapter 4: Managing relationships in networks""; ""Chapter 5: Relationship marketing: integrating quality, customer service and marketing""; ""Chapter 6: Developing and implementing a relationship strategy""; ""Index""
