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Relationship marketing : bringing quality, customer service, and marketing together Martin Christopher, Adrian Payne, and David Ballantyne

By: Contributor(s): Material type: TextTextSeries: The marketing seriesPublication details: Oxford : Butterworth-Heinemann, 1994.Description: viii, 204 p. : ill ; 23 cmISBN:
  • 9780750609784
Subject(s): DDC classification:
  • 658.8 CH RE
Summary: 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 brings the customers back for more. Relationship Marketing emphasizes quality, customer service and marketing and how these can be managed towards closing the `quality gap' between what customers expect and what they get. The authors explore the process of developing and implementing relationship strategies and in so doing, signal a radical shift in marketing practice involving first the co-ordination of external (customer) markets and second, collaboration within internal (staff) markets in order to get the marketing mix right. The book is intended for all marketing managers coming to terms with doing business in turbulent markets and facing up to strategic quality and customer services issues. Well-presented comprehensive text Full of practical ideas, techniques and examples Emphasis is as much on keeping customers as it is on getting them in the first place.
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Holdings
Item type Current library Call number Status Notes Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.8 CH RE (Browse shelf(Opens below)) Available May2018 T0055710
REGULAR University of Wollongong in Dubai Main Collection 658.8 CH RE (Browse shelf(Opens below)) Available T0039877

Includes bibliographical references and index.

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 brings the customers back for more.
Relationship Marketing emphasizes quality, customer service and marketing and how these can be managed towards closing the `quality gap' between what customers expect and what they get.


The authors explore the process of developing and implementing relationship strategies and in so doing, signal a radical shift in marketing practice involving first the co-ordination of external (customer) markets and second, collaboration within
internal (staff) markets in order to get the marketing mix right. The book is intended for all marketing managers coming to terms with doing business in turbulent markets and facing up to strategic quality and customer services issues.

Well-presented comprehensive text
Full of practical ideas, techniques and examples
Emphasis is as much on keeping customers as it is on getting them in the first place.

TBS938 MARK938

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