Relationship Marketing - Rilegato

Peck, Helen; Christopher, Martin; Clark, Moira; Payne, Adrian

Rilegato

ISBN 10: 0750636262 ISBN 13: 9780750636261

Casa editrice: Routledge, 1999

Riassunto

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.

Major addition to relationship marketing literature
Supports the relationship marketing titles that we already publish successfully
Author team are amongst the UK's leading authorities in the sector

Su questo libro

L'autore:

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.

Contenuti:

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.

Su questa edizione

• Editore: Routledge
• Data di pubblicazione: 1999
• ISBN 10: 0750636262
• ISBN 13: 9780750636261
• Rilegatura: Copertina rigida
• Numero edizione: 1
• Numero di pagine: 524