Leading Through Relationship Marketing

206 pages, parution le 16/02/2004

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Résumé

Relationship marketing is what relationships in business are all about; the strategy of properly aligning the relationships between all the key stakeholders in an organisation, working towards increased performance and profitability of the organisation.

Richard Batterley, who is regarded as an expert in Relationship Marketing and writes a regular column for Australia's foremost marketing magazines, has produced a book that addresses the many aspects of relationship marketing in a holistic way. To date much has been written about the different aspects of relationship marketing, but until now, nothing has been written as a single source of reference and information.

The book offers a logical structure, dealing with the history of relationship marketing, the why and the how. This book presents a coherent definition and model of relationship marketing and introduces some new concepts, pulled together into a single source an integrated view of relationship marketing and its vital role in today's businesses.

Sommaire

Introduction
So, what's this relationship thing all about?
It didn't happen overnight—it's been an evolution, not a revolution
Understanding the landscape of the whole relationship— there are lots of stakeholders!
Just because you have a relationship with a customer, don't assume they're loyal to you!
Pick your destination and plan your route map before you select your vehicle
...

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Parution	16/02/2004
Nb. de pages	206
Format	15 x 22,5
Couverture	Broché
Poids	275g
Intérieur	Noir et Blanc
EAN13	9780074713747
ISBN13	978-0-07-471374-7