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商品詳細
Relationship Marketing : Creating Shareholder Value. 2nd ed. リレーションシップ・マーケティング
・ISBN 978-0-7506-4839-4 paper US$ 70.99
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-136-36896-7
| 著者・編者 | Payne, Adrian / Ballantyne, D. / Christopher, M., |
|---|---|
| 出版社 | (Butterworth-Heinemann, UK) |
| 出版年月 | 2002 |
| ページ数 | 264 pp. |
| 言語 | ENG |
| ニュース番号 | ＜475-644＞ |
解説
Relationship Marketing: Creating Stakeholder Value extends the analysis of the change in the marketing rationale from a crude concern for increased market share to a strategy aimed at creating long-term profitable relationships with targeted customers.
Offering a cutting edge vision of relationship marketing, Relationship Marketing: Creating Stakeholder Value is a seminal text for all students and managers in the field. With new up-to-date case materials and examples of best practice, the book covers all the stakeholder markets - employees, suppliers, influencers, customers and consumers - for which the relationship approach is critical. It also provides crucial advice on how to develop, integrate and implement the various strands of a successful relationship strategy.