Relationship Marketing: Creating Stakeholder Value

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.

• | Author: Martin Christopher, Adrian Payne, David Ballantyne
• | Publisher: Routledge
• | Publication Date: Nov 26, 2015
• | Number of Pages: 264 pages
• | Language: English
• | Binding: Hardcover
• | ISBN-10: 1138136948
• | ISBN-13: 9781138136946