Marketing management : a relationship marketing perspective
著者
書誌事項
Marketing management : a relationship marketing perspective
Macmillan, 2000
- : hc
- : pbk
大学図書館所蔵 件 / 全29件
-
該当する所蔵館はありません
- すべての絞り込み条件を解除する
注記
Includes index
内容説明・目次
- 巻冊次
-
: hc ISBN 9780333777497
内容説明
This introduction to the principles of marketing management has a relationship perspective integrated throughout. Contributors explore five key areas: the role of relationship marketing in business; the customer retention audit; creating customer value through the expanded marketing mix; planning and organizing for relationship marketing; and relationship marketing in action. Using graphics, mini case studies and numerous real world examples, this text is aimed at MBA students, postgraduates and professionals seeking an introduction to leading edge management and marketing thinking. An instructor's manual providing overhead masters and teaching notes supports the text. This will also include a long case study of Guinness plc, which lecturers can use in seminar or project work.
目次
- Introduction - PART ONE: THE ROLE OF RELATIONSHIP MARKETING IN BUSINESS - A Market Orientation
- M.Meldrum - Relationship Marketing: Managing Multiple Markets
- A.Payne - Marketing Diagnostic Tools
- R.Palmer - PART TWO: THE CUSTOMER RELATIONSHIP AUDIT - Consumer Buyer Behaviour
- S.Baker - Organisational Buyer Behaviour
- S.Knox - Market Segmentation
- M.McDonald - Market Research
- S.Baker - Customer Retention
- A.Payne - PART THREE: CREATING CUSTOMER VALUE THROUGH THE EXPANDED MARKETING MIX - New Product Development and Product Policy
- R.Palmer - Managing Logistics and Channels
- M.Christopher - Pricing Strategy
- M.Christopher - The Marketing Communications Mix
- H.Mitchell - Branding and Positioning
- S.Knox - Customer Service, People and Processes
- M.Clark - PART FOUR: PLANNING AND ORGANIZING FOR RELATIONSHIP MARKETING - Planning for Relationship Marketing
- L.Ryals - Organizing for Relationship Marketing
- L.Ryals - Managing Key Accounts
- M.McDonald - PART FIVE: MEETING THE CHALLENGE THROUGH RELATIONSHIP MARKETING - Relationship Marketing: Tapping the Power of Marketing
- M. Christopher
- 巻冊次
-
: pbk ISBN 9780333777503
内容説明
Marketing Management: A Relationship Marketing Perspective is an introduction to the principles of marketing management with a relationship perspective integrated throughout.
Through the book contributors explore five key areas:
* The Role of Relationship Marketing in Business
* The Customer Retention Audit
* Creating Customer Value Through the Expanded Marketing Mix
* Planning and Organising for Relationship Marketing
* Relationship Marketing in Action
With insightful graphics, mini case studies and numerous real-world examples, Marketing Management is an ideal text for MBA students, postgraduates and professionals seeking a topical introduction to leading edge management and marketing thinking. Final year undergraduates of business will also benefit from this well-written, highly accessible text.
Also available is a companion website with extra features to accompany the text, please take a look by clicking below -http://www.palgrave.com/business/cranfield/
目次
- Introduction.- PART ONE: THE ROLE OF RELATIONSHIP MARKETING IN BUSINESS A Market Orientation
- M.Meldrum.- Relationship Marketing: Managing Multiple Markets
- A.Payne.- Marketing Diagnostic Tools
- R.Palmer.- PART TWO: THE CUSTOMER RELATIONSHIP AUDIT Consumer Buyer Behaviour
- S.Baker.- Organisational Buyer Behaviour
- S.Knox.- Market Segmentation
- M.McDonald.- Market Research
- S.Baker.- Customer Retention
- A.Payne.- PART THREE: CREATING CUSTOMER VALUE THROUGH THE EXPANDED MARKETING MIX New Product Development and Product Policy
- R.Palmer.- Managing Logistics and Channels
- M.Christopher.- Pricing Strategy
- M.Christopher.- The Marketing Communications Mix
- H.Mitchell.- Branding and Positioning
- S.Knox.- Customer Service, People and Processes
- M.Clark.- PART FOUR: PLANNING AND ORGANIZING FOR RELATIONSHIP MARKETING Planning for Relationship Marketing
- L.Ryals.- Organizing for Relationship Marketing
- L.Ryals.- Managing Key Accounts
- M.McDonald.- PART FIVE: MEETING THE CHALLENGE THROUGH RELATIONSHIP MARKETING Relationship Marketing: Tapping the Power of Marketing
- M. Christopher.
「Nielsen BookData」 より