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Overview

Arranged in 6 sections, this title gives marketing practitioners and students critical examples of best practice from a variety of companies.

Alongside 'Relationship Marketing: bringing quality, customer service and marketing together' and 'Relationship Marketing for Competitive Advantage: winning and keeping customers' this new title provides readers with insights into marketing in the 21st century. ...
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Relationship Marketing

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Overview

Arranged in 6 sections, this title gives marketing practitioners and students critical examples of best practice from a variety of companies.

Alongside 'Relationship Marketing: bringing quality, customer service and marketing together' and 'Relationship Marketing for Competitive Advantage: winning and keeping customers' this new title provides readers with insights into marketing in the 21st century.

Arranged in 6 sections, this title gives marketing practitioners and students critical examples of best practice from a variety of companies.

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Editorial Reviews

Booknews
This volume completes a trilogy that began in 1991 in order to provide a broad, multifaceted view of the rapidly developing arena of relationship marketing. Using a modified version of the "six markets" model, the case studies suggest that there are a number of market domains as well as the final marketplace that must be addressed if long-term profitability is to be assured. Six chapters discuss relationship marketing; the customer market, supplier and alliance, referral and influence, and recruitment and internal market domains; and creating and implementing market strategies. Editors Peck, Adrian Payne, Martin G. Christopher, and Moira Clark are all marketing professionals associated with the Cranfield School of Management. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9781136369025
  • Publisher: Taylor & Francis
  • Publication date: 6/17/2013
  • Sold by: Barnes & Noble
  • Format: eBook
  • Pages: 509
  • File size: 13 MB
  • Note: This product may take a few minutes to download.

Meet the Author

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.

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.

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Table of Contents

Section 1 - Relationship Marketing - The Six Markets Framework; Section 2 - Customer Markets; The Nestle Buitoni Case Study; Carlton Electronics; Tesco Mini Case; Rover Cars: The Catalyst and Conquest '91; Direct Line; RSPB; Section 3 - Supplier/Alliance Markets; Supply Relationships at Trico; Cafe Direct; Global Canadian Metals Inc.; Section 4 - Ratners; Fisons; The Body Shop; Section 5 - Recruitment and Internal Markets; Club Med B; Nordstrom; Digital Equipment Corporation; Euro Disney: The First 100 Days; Section 6 - Integrating the Six Markets; Laura Ashley; British Airways.
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