Christopher, Payne, and Ballantyne - Relationship Marketing: Creating Stakeholder Value (Chartered Institute of Marketing)

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.

Based on the best-selling first edition of Relationship Marketing Comprehensive account of how to develop and implement a winning relationship strategy.
Martin Christopher, Adrian Payne, and David Ballantyne

Publisher: Butterworth-Heinemann;2nd ed (2002)
ISBN-10/13:9780750648394/978-0750648394│ASIN:0750648392 │264 p│

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