Relationship Marketing (Marketing in Action S.)

by Merlin Stone (Author), Merlin Stone (Author), Neil Woodcock (Author)

• Used

  Paperback
  1995

  $9.12

  Many marketers are finding that relationship marketing is the key to the successful integration of all marketing functions. By focusing on the customer, relationship marketing emphasizes the fact that successful marketing relies on both winning and retaining customers. Containing practical advice, case studies and handy tips, this book shows how the theory of forming a rewarding relationship between supplier and customer can best be cemented in practice.

• Used

  Paperback
  2000

  $7.00

  Relationship marketing is considered by most major corporations to be one of the keys to unlocking the full power of e-commerce in the 21st century. In order that customers and consumers can be targeted effectively, a lasting relationship with each and every one is required. For this to be effectively achieved, there is a need for long-term strategy and technological investment. But where do businesses start? This practical guide is designed to set any organization on the path to planning CRM strategy and offers advice to ensure long-term success. This second edition is revised to take account of research since the first edition, and contains examples.