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|Additional Physical Format:||Online version:
Oxford ; Boston : Butterworth-Heinemann, 1993, ©1991
|All Authors / Contributors:||
Martin Christopher; Adrian Payne; David Ballantyne; Chartered Institute of Marketing.
|Notes:||"Published in association with the Chartered Institute of Marketing."|
|Description:||viii, 204 pages : illustrations ; 24 cm.|
|Contents:||Part 1 Relationship marketing: developing a relationship strategy; quality as a competitive strategy; monitoring service quality performance; the transition to quality leadership; managing relationship marketing. Part 2 Case studies on quality leadership: just another Cambridge hi-tech company?; the shift to "customer orientation" in retail banking; involving senior managers in the quality improvement process at Johnson Matthey; achieving real culture change at Ilford; from "crisis" to quality leadership at Rank Xerox.|
|Series Title:||Marketing series (London, England)|
|Responsibility:||Martin Christopher, Adrian Payne and David Ballantyne.|
This is an important book which deserves a wide audience. While aimed at marketing practitioners, it will provide interesting reading for students on advanced courses.' NATFHE Journal, Spring 1995 -