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- Marketing Management: A Relationship Marketing Perspective
- 2000
ISBN: 9780333777503 Editura: Palgrave MacmillanMarketing Management: A Relationship Marketing Perspective is an introduction to the principles of marketing management with a relationship perspective integrated throughout. Through the book contributors explore five key areas: * The Role of Relationship Marketing in Business * The Customer Retention Audit * Creating Customer Value Through the Expanded Marketing Mix * Planning and Organising for Relationship Marketing * Relationship Marketing in Action With insightful graphics, mini case studies and numerous real-world examples, Marketing Management is an ideal text for MBA students, postgraduates and professionals seeking a topical introduction to leading edge management and marketing thinking. Final year undergraduates of business will also benefit from this well-written, highly accessible text. Also available is a companion website with extra features to accompany the text, please take a look by clicking below -http://www.palgrave.com/business/cranfield/
Cuprins 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 Data Publicarii 23 March 00 Format Paperback Paginare 320 Disponibilitate:2-4 saptamani
Acest titlu este disponibil in stocul furnizorilor okian.ro si poate fi livrat in 2-4 saptamani.
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Handbook of Relationship Marketing
Business-To-Customer Relationship Marketing for Travel Industry
Relationship Marketing in Sports
Exam Prep for Customer Relationship Management: Integrating Marketing Strategy and Information Technology by Zikmund, McLeod & Gilbert, 1st Ed.
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Outlines & Highlights for Customer Relationship Management: Integrating Marketing Strategy and Information Technology by Zikmund ISBN: 9780471271376
Wine and Society: The Cultural and Social Context of a Drink
Strategic Alliances and Marketing Partnerships: Gaining Competitive Advantage Through Collaboration and Partnering
Customer Relationship Management: Integrating Marketing Strategy and Information Technology
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In Search of a New Logic for Marketing: Foundations of Contemporary Theory
Investigation of Relationship Marketing Practice
Successful Customer Relationship Marketing: New Thinking, New Strategies, New Tools for Getting Closer to Your Customers
Mind to Mind Marketing: Communicate with Your Customers and Create a 'Segment of One'
