Relationship Marketing: 1st Edition (Hardback) book cover

Relationship Marketing

1st Edition

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

Routledge

524 pages

Purchasing Options:$ = USD
Hardback: 9780750636261
pub: 1999-05-13
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eBook (VitalSource) : 9780080525150
pub: 2013-06-17
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Description

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.

Table of Contents

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.

Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS043000
BUSINESS & ECONOMICS / Marketing / General
BUS052000
BUSINESS & ECONOMICS / Public Relations
BUS065000
BUSINESS & ECONOMICS / Total Quality Management
TEC032000
TECHNOLOGY & ENGINEERING / Quality Control