Relationship marketing for competitive advantage : winning and keeping customers

Author(s)

• Payne, Adrian
• Chartered Institute of Marketing

Bibliographic Information

Relationship marketing for competitive advantage : winning and keeping customers

Adrian Payne ... [et al.]

（The Marketing series, . Professional develoment）

Butterworth-Heinemann, 1995

Note

"Published on behalf of the Chartered Institute of Marketing"

Includes index

Description and Table of Contents

Description

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.

Table of Contents

• 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.

by "Nielsen BookData"

Details

• NCID: BA26433346
• ISBN:
  • 075062020X
• Country Code: uk
• Title Language Code: eng
• Text Language Code: eng
• Place of Publication: Oxford
• Pages/Volumes: x, 304 p.
• Size: 25 cm
• Classification:
  • DC20 : 658.8
• Parent Bibliography ID:
  • BA00527772