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Relationship marketing : bringing quality, customer service, and marketing together

Author: Martin Christopher; Adrian Payne; David Ballantyne; Chartered Institute of Marketing.
Publisher: Oxford ; Boston : Butterworth-Heinemann, 1993, ©1991.
Series: Marketing series (London, England)
Edition/Format:   Print book : English : Pbk. edView all editions and formats
Database:WorldCat
Summary:

Aiming to provide a strategic emphasis as much on keeping customers as on getting them in the first place, this book emphasizes both quality and customer service and how these can be managed towards  Read more...

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Additional Physical Format: Online version:
Christopher, Martin.
Relationship marketing.
Oxford ; Boston : Butterworth-Heinemann, 1993, ©1991
(OCoLC)624446361
Document Type: Book
All Authors / Contributors: Martin Christopher; Adrian Payne; David Ballantyne; Chartered Institute of Marketing.
ISBN: 0750609788 9780750609784
OCLC Number: 28059561
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.

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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 - Read more...

 
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