"Supply chains compete, not companies"

"Supply chains compete, not companies"

Relationship Marketing: Creating Stakeholder Value

Martin Christopher, Adrian Payne, David Ballantyne

Paperback: 242 pages
Publisher: Butterworth-Heinemann; Revised edition (2002)
ISBN-10: 9780750648394
ISBN-13: 978-0750648394
ASIN: 0750648392

Based on their best-selling first edition, the book reinforces and extends the authors’ earlier focus on the ways
in which building strong and enduring relationships with key stakeholders can create competitive advantage. 

The book’s contents include:
  • Creating value for the customer
  • Creating value for the organisation
  • Building marketing relationships: the six markets model
  • Managing relationships in networks
  • Relationship marketing: integrating quality, customer service and marketing
  • Developing and implementing a relationship strategy

Offering a cutting edge vision of relationship marketing, this is a seminal text for all students and managers in the field.  With new up-to-date case materials and examples of best practice, the book covers all the stakeholder markets – employees, suppliers, influencers, referrals, customers and consumers – for which the relationship approach is critical.  It also provides crucial advice on how to develop, integrate and implement the key elements of a successful relationship strategy.

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