Marketing Management: A Relationship Marketing Perspective

Marketing Management: A Relationship Marketing Perspective



Product Details

ISBN-13: 9780333777503
Publisher: Macmillan Education UK
Publication date: 03/23/2000
Edition description: 2000
Pages: 295
Product dimensions: 6.10(w) x 9.25(h) x (d)

About the Author

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.

Table of Contents

Introduction.- 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

From the Publisher

'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

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