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Marketing management : a relationship marketing perspective

Author: Cranfield School of Management.
Publisher: Basingstoke : Macmillan Business, 2000.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

This introduction to the principles of marketing management uses a relationship perspective throughout. It covers: the role of relationship marketing; the customer retention audit; creating customer  Read more...

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Document Type: Book
All Authors / Contributors: Cranfield School of Management.
ISBN: 0333777492 9780333777497 0333777506 9780333777503 0312231865 9780312231866
OCLC Number: 47118713
Description: xviii, 295 pages ; 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.

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'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 Read more...

 
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