Dispatched, from the UK, within 48 hours of ordering. Though second-hand, the book is still in very good shape. Minimal signs of usage may include very minor creasing on the cover or on the spine.

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Dati bibliografici

Titolo: Relationship Marketing: Bringing quality, customer service and marketing together (Professional Development)
Editore: A Butterworth-Heinemann Title
Data di pubblicazione: 1993
Lingua: Inglese
ISBN 10: 0750609788
ISBN 13: 9780750609784
Rilegatura: Paperback
Condizione: Used; Very Good

Descrizione articolo

Riassunto

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 withininternal (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.

Recensione

`This is an important book which deserves a wide audience. While aimed at marketing practitioners, it will provide interesting reading for students on advanced courses.' NATFHE Journal, Spring 1995 - NATFHE, March 1995

'A well-presented comprehensive text full of practical ideas, techniques and examples. This book will appeal to the marketing professional and businessman alike. A highly recommended read.' - Journal of Strategic Change, April 1994

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