Marketing Management: A Relationship Marketing Perspective - Couverture souple

Cranfield School Of Management, Marketing And Logistics Group

Couverture souple

ISBN 10 : 0333777506 ISBN 13 : 9780333777503

Editeur : Palgrave Macmillan, 2000

Synopsis

Marketing Management: A Relationship Marketing Perspective is an introduction to the principles of marketing management with a relationship perspective integrated throughout.

Through the book contributors explore five key areas:
* The Role of Relationship Marketing in Business
* The Customer Retention Audit
* Creating Customer Value Through the Expanded Marketing Mix
* Planning and Organising for Relationship Marketing
* Relationship Marketing in Action

With insightful graphics, mini case studies and numerous real-world examples, Marketing Management is an ideal text for MBA students, postgraduates and professionals seeking a topical introduction to leading edge management and marketing thinking. Final year undergraduates of business will also benefit from this well-written, highly accessible text.

SUPPORTING MATERIALS
An Instructor's Manual providing overhead masters and teaching notes supports the text.

A propos du livre

À propos de l'auteur

Cranfield School of Management is a leading European Business School with an international reputation for the outstanding quality of its MBA programme. The author team have extensive experience of working with organisations through consultancy, sponsored research and teaching. The book is based on the theory developed by Christopher, Payne and Ballantyne.

Détails de l'édition

• Éditeur: Palgrave Macmillan
• Date d'édition: 2000
• Langue: anglais
• ISBN 10: 0333777506
• ISBN 13: 9780333777503
• Reliure: Broché
• Nombre de pages: 295
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible