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Relationship Marketing for Competitive Advantage: Winning and Keeping Customers (Marketing Series. Professional Development), by Christoph
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This reader provides selected articles that highlight key concepts as well as giving industrial and service perspectives. It contains advice on how to achieve customer-consciousness in employees at every level.
- Sales Rank: #7213762 in Books
- Published on: 1995-11
- Original language: English
- Number of items: 1
- Dimensions: 9.75" h x 6.50" w x 1.00" l,
- Binding: Hardcover
- 304 pages
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Some of the Best Writing on Relationship Marketing
By A Customer
The articles in Relationship Marketing for Competitive Advantage are wide-ranging, covering manufacturing and services, business and consumer database marketing, and retail. They represent some of the best writing on the subject by experts from around the world.
Edited by academics from the Cranfield School of Management, these articles are supplemented with summaries and commentaries, highlighting a broad scope of issues such as customer retention, employee satisfaction, supplier relations and the management of service quality. These issues are brought together to provide an integrated approach to the development of a relationship marketing strategy. They have been designed to reinforce themes first developed in Relationship Marketing by Christopher, Payne and Ballantyne (Butterworth-Heinemann, Oxford).
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