Relationship marketing : bringing quality, customer service and marketing together
著者
書誌事項
Relationship marketing : bringing quality, customer service and marketing together
（The Marketing series, . Professional development）
Butterworth-Heinemann, 1993, c1991
- : pbk
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注記
"Published in association with the Chartered Institute of Marketing"--t.p.
"First published as a paperback edition 1993"--t.p. verso
Includes bibliographical references and index
内容説明・目次
内容説明
The strategic emphasis in this book is as much on keeping customers as on getting them in the first place. The aim is to provide unique value in chosen markets, sustainable over time, which bring the customers back for more. Relationship marketing emphasizes both quality and customer service and how these can be managed towards closing the "quality gap" between what customers expect and what they get.
目次
- Part 1 Relationship marketing: developing a relationship strategy
- quality as a competitive strategy
- monitoring service quality performance
- the transition to quality leadership
- managing relationship marketing. Part 2 Case studies on quality leadership: just another Cambridge hi-tech company?
- the shift to "customer orientation" in retail banking
- involving senior managers in the quality improvement process at Johnson Matthey
- achieving real culture change at Ilford
- from "crisis" to quality leadership at Rank Xerox.
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