Relationship Marketing - Couverture souple

Christopher, Martin; Payne, Adrian; Ballantyne, David

Couverture souple

ISBN 10 : 0750602589 ISBN 13 : 9780750602587

Editeur : Butterworth-Heinemann Ltd, 1991

Synopsis

The strategic emphasis in relationship marketing is as much on keeping customers as it is on getting them in the first place. The aim is to provide unique value in chosen markets, sustainable over time, which bring customers back for more. Relationship marketing emphasizes both quality and customer service and how these can be managed towards closing the "quality gap" between what customers expect and what they get. The book explores the process of developing and implementing relationship strategies and in so doing, signal a radical shift in marketing practice involving firstly the co-ordination of external (customer) markets and secondly, collaboration within internal (staff) markets in order to get the marketing mix right.

Détails de l'édition

• Éditeur: Butterworth-Heinemann Ltd
• Date d'édition: 1991
• Langue: anglais
• ISBN 10: 0750602589
• ISBN 13: 9780750602587
• Reliure: Broché
• Nombre de pages: 280
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible