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: Relationship Marketing
Relationship Marketing : Strategy and Implementation
Martin Christopher, Adrian Payne, Helen Peck, Moira Clark
Butterworth-Heinemann, May 1999, ISBN: 0750636262
 Relationship Marketing : Strategy and Implementation is a major addition to the literature for marketing practitioners and students. It completes the trilogy of leading titles on the subject from an internationally acclaimed author team.
As with the original Relationship Marketing book, published in 1992, and Relationship Marketing for Competitive Advantage, published in 1995, the books is based on the successful and widely used 'Six Markets' model - which has been used in over 50 real world applications with major companies. The incisive analysis of current best practice is structured around carefully selected and developed case studies including Nestlé Buitoni, Tesco, The RSPB, TRICO, Cafédirect™, Club Med, DEC, EuroDisney, British Airways and others.
The powerful framework extends the Six Markets model in line with the latest research and innovations in the marketplace. Thoroughly tested and proven the approach makes the book an essential text and reference for all marketers and marketing students.
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