The strategic emphasis in Relationship Marketing is as much on keeping customers as it is on getting them in the first place. The aim is to provide unique value in chosen markets, sustainable over time, which brings the customers back for more.
Relationship Marketing emphasizes quality, customer service and marketing and how these can be managed towards closing the 'quality gap' between what customers expect and what they get.
The authors explore the process of developing and implementing relationship strategies and in so doing, signal a radical shift in marketing practice involving first the co-ordination of external (customer) markets and second, collaboration within internal (staff) markets in order to get the marketing mix right. The book is intended for all marketing managers coming to terms with doing business in turbulent markets and facing up to strategic quality and customer services issues.
Well-presented comprehensive text Full of practical ideas, techniques and examples Emphasis is as much on keeping customers as it is on getting them in the first place
About the Author
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.
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.
David Ballantyne is Senior Lecturer in Relationship Marketing and Service Management in the Department of Marketing, Monash University, Australia. He was previously a Senior Associate at the Centre for Services Management at Cranfield School of Management and a Director of the Total Quality Management Institute in Australia. His expertise is in services marketing, logistics management and the emerging field of internal marketing.
Table of Contents
Relationship marketing; Developing a relationship strategy; Quality as a competitive strategy; Monitoring service quality performance; The transition to quality leadership; Managing relationship marketing; Case Studies on Quality Leadership: Just another Cambridge hi-tech company? The shift to 'customer orientation' in retail banking; Involving senior managers in the quality improvement process at Johnson Matthey; Achieving real culture change at Ilford; From 'crisis' to quality leadership at Rank Xerox.