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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