Relationship marketing : creating stakeholder value
著者
書誌事項
Relationship marketing : creating stakeholder value
Butterworth-Heinemann, 2002
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注記
"Based on the best-selling first edition of Relationship marketing"--Cover"
Includes bibliographical references and index
内容説明・目次
内容説明
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 marketing, Relationship Marketing: Creating Stakeholder Value is a seminal text for all students and managers in the field. With new up-to-date case materials and examples of best practice, the book covers all the stakeholder markets - employees, suppliers, influencers, customers and consumers - for which the relationship approach is critical. It also provides crucial advice on how to develop, integrate and implement the various strands of a successful relationship strategy.
目次
- Creating value for the customer
- Creating value for the organization
- Building market relationships: the six markets model
- Managing relationships in networks
- Relationship marketing: integrating quality, customer service and marketing
- Developing and implementing a relationship strategy.
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