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|All Authors / Contributors:||Cranfield School of Management.|
|ISBN:||0333777492 9780333777497 0333777506 9780333777503 0312231865 9780312231866|
|Description:||xviii, 295 p. ; 25 cm.|
|Contents:||Introduction PART ONE: THE ROLE OF RELATIONSHIP MARKETING IN BUSINESS A Market Orientation; M.Meldrum Relationship Marketing: Managing Multiple Markets; A.Payne Marketing Diagnostic Tools; R.Palmer PART TWO: THE CUSTOMER RELATIONSHIP AUDIT Consumer Buyer Behaviour; S.Baker Organisational Buyer Behaviour; S.Knox Market Segmentation; M.McDonald Market Research; S.Baker Customer Retention; A.Payne PART THREE: CREATING CUSTOMER VALUE THROUGH THE EXPANDED MARKETING MIX New Product Development and Product Policy; R.Palmer Managing Logistics and Channels; M.Christopher Pricing Strategy; M.Christopher The Marketing Communications Mix; H.Mitchell Branding and Positioning; S.Knox Customer Service, People and Processes; M.Clark PART FOUR: PLANNING AND ORGANIZING FOR RELATIONSHIP MARKETING Planning for Relationship Marketing; L.Ryals Organizing for Relationship Marketing; L.Ryals Managing Key Accounts; M.McDonald PART FIVE: MEETING THE CHALLENGE THROUGH RELATIONSHIP MARKETING Relationship Marketing: Tapping the Power of Marketing; M. Christopher|
|Responsibility:||Cranfield School of Management.|
'Useful case studies.' - D. Price, University of Leicester 'A good means of revising basic marketing principles and linking them to substantial new areas of marketing.' - Chris Blackburn, Oxford