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Marketing Management: A Relationship Marketing Perspective

Marketing Management: A Relationship Marketing Perspective

by Marketin Cranfield School of Management (Author)

  • Used

    Paperback 2000

    $3.28
Synopsis


Marketing 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/

$3.28

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More Information

Format: Paperback
 Pages: 316
 Edition: 2000
 Publisher: Palgrave
Published: 23 Mar 2000
ISBN 10: 0333777506
ISBN 13: 9780333777503
Book Overview: '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 Brookes University 'Good to see a book written from the perspective of relationship marketing, rather than just a chapter tacked on the end.' - Mark Godson, Sheffield Hallam University 'This text succeeeds in taking a lot of the mystery out of marketing management issues, by covering the topics in depth, but in a manner which is extremely readable and easy to understand. Well done!' - Benny Sweeney, Bell College of Technology, Hamilton 'Good integration of relationship marketing with services marketing.' - Giselle Guarisco, London Guildhall University 'Compact, to the point, easy to read - well done!' - Peter Farror, Westminster Business School

Media Reviews
'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 Brookes University 'Good to see a book written from the perspective of relationship marketing, rather than just a chapter tacked on the end.' - Mark Godson, Sheffield Hallam University 'This text succeeeds in taking a lot of the mystery out of marketing management issues, by covering the topics in depth, but in a manner which is extremely readable and easy to understand. Well done!' - Benny Sweeney, Bell College of Technology, Hamilton 'Good integration of relationship marketing with services marketing.' - Giselle Guarisco, London Guildhall University 'Compact, to the point, easy to read - well done!' - Peter Farror, Westminster Business School
Author Bio
Cranfield School of Management is a leading European Business School with an international reputation for the outstanding quality of its MBA programme. The author team have extensive experience of working with organisations through consultancy, sponsored research and teaching. The book is based on the theory developed by Christopher, Payne and Ballantyne.