Relationship marketing for competitive advantage : winning and keeping customers
著者
書誌事項
Relationship marketing for competitive advantage : winning and keeping customers
（The Marketing series, . Professional develoment）
Butterworth-Heinemann, 1995
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注記
"Published on behalf of the Chartered Institute of Marketing"
Includes index
内容説明・目次
内容説明
This reader provides selected articles that highlight key concepts as well as giving industrial and service perspectives. It contains advice on how to achieve customer-consciousness in employees at every level.
目次
- Part 1 The development of relationship marketing: key concepts
- industrial perspectives
- services perspective. Part 2 Establishing a customer-oriented culture for relationship marketing: climate and culture
- achieving employee committment
- delivering customer satisfaction
- generating customer committment. Part 3 Implementing relationship marketing: planning and developing relationship strategies.
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