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/
|Publisher:||Macmillan Education UK|
|Product dimensions:||6.10(w) x 9.25(h) x (d)|
About the Author
Table of ContentsIntroduction.- 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.
What People are Saying About This
'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