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| Full Title | Relationship Marketing 1st Edition |
|---|---|
| Author(s) | Martin Christopher, Adrian Payne, David Ballantyne |
| Edition | 1st Edition |
| ISBN | 9781136368950, 9780750648394, 9780080516042, 9781136368912, 9781136368967, 9781138136946 |
| Publisher | Routledge |
| Format | PDF and EPUB |
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.
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