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Relationship Marketing: Winning and Keeping Customers (CIM Professional Development)

Relationship Marketing: Winning and Keeping Customers (CIM Professional Development)

by Martin Christopher (Author), Adrian Payne (Author), Moira Clark (Author), Martin Christopher (Author), Adrian Payne (Author), Moira Clark (Author), Helen Peck (Author)

  • Used

    Paperback 1998

    $3.25
Synopsis

The newly emerging area of relationship marketing has become a major focal point for leading-edge practitioners in their search for sustainable competitive advantage. This book, which complements the best-selling title "Relationship Marketing", presents a selection of some of the best writing on the subject by experts from around the world. The editors have supplemented these articles with linking summaries and commentaries which together highlight the breadth of this important topic. Issues such as customer retention, employee satisfaction, supplier relations, and management of service quality are all brought together to provide an integrated approach to the development of a relationship marketing strategy. This book complements the best-selling title "Relationship Marketing", and presents a selection of some of the best writing on the subject by experts from around the world.

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More Information

Format: Paperback
 Pages: 320
 Edition: New
 Publisher: A Butterworth-Heinemann Title
Published: 23 Mar 1998
ISBN 10: 0750640170
ISBN 13: 9780750640176
Book Overview: Complements the best-selling title Relationship Marketing Presents a selection of some of the best writing on the subject by experts from around the world

Media Reviews
'The articles are wide-ranging, covering manufacturing and services; business and consumer database marketing and retail. They are all well-written and some, particularly those connected with the importance of measurability are inspirational.' - Marketing Business, December 1995
Author Bio
Dr Adrian Payne is Professor of Services & Relationship Marketing and Director of the Centre for CRM at Cranfield School of Management, UK. He is an author of ten books on Relationship Marketing, CRM and Marketing Strategy. He undertakes research, gives keynote presentations, runs workshops and consults globally in CRM, relationship marketing and customer retention strategies. Dr Martin Christopher is Professor of Marketing and Logistics and Chairman of the Centre for Logistics and Supply Chain Management at at Cranfield School of Management, UK. Moira Clark is Director of the CRM Research Forum at Cranfield School of Management, Cranfield University. She also serves as a consultant to a number of leading international companies. Her major area of research an consulting is in Customer Relationship Management, Relationship Marketing and the drivers of Customer Retention. Moira is a judge for the prestigious Unisys and Management Today Service Excellence awards. She is also a frequent keynote speaker at many public and in-company seminars and conferences around the world.