Relationship Marketing Management

Ed Little, Ebi Marandi

236 pages, parution le 07/05/2003

Ajouter à une liste

Indisponible

Résumé

Relationship Marketing is growing in popularity as a significant component of Services Marketing courses and as a subject in its own right. Relationship Marketing Management aims to summarise existing work on Relationship Marketing (RM) and to examine the practical application of these concepts. These aims are achieved not only by the inclusion of case studies and illustrative examples, but also by devoting four chapters to the planning, implementation and monitoring of RM programmes.

Relationship Marketing Management presents a coherent overview of the theory as well as exploring the practicalities of RM. Aimed, mainly, at postgraduates and senior level undergraduates, the academic content of the book is supported by an extensive review of current literature in respected journals and is presented in a form that is accessible to the students.

Features:

Insightful and detailed case studies of small to medium size companies as well as larger multinationals including British Airways, Amazon, First Direct and ASDA among others
Learning objectives for each chapter
Dedicated chapters on the planning, implementation and monitoring of Relationship Marketing programmes
A whole chapter devoted to the business-to-business sector and key account management
Essential and up to date further reading references
Website including Instructor's Manual, PowerPoint® slides, further cases and discussion questions.

Contents

Criticisms of traditional marketing
Characteristics of RM
Drivers of RM
Planning RM Programmes
Implementing RM Programmes - strategy, structure and systems
Implementing RM Programmes - shared values, staff, skills and style
Monitoring and controlling relationships
Ethical considerations in RM
Key account management
Customer relationship management

Caractéristiques techniques

	PAPIER
Éditeur(s)	Thomson
Auteur(s)	Ed Little, Ebi Marandi
Parution	07/05/2003
Nb. de pages	236
Format	19 x 24,5
Couverture	Broché
Poids	500g
Intérieur	Noir et Blanc
EAN13	9781861529312
ISBN13	978-1-86152-931-2