Relationship Marketing: Creating Stakeholder Value (Chartered Institute of Marketing (Paperback))

Relationship Marketing: Creating Stakeholder Value extends the analysis of the change in the marketing rationale from a crude concern for increased market share to a strategy aimed at creating long-term profitable relationships with targeted customers. Offering a cutting edge vision of relationship marketing, Relationship Marketing: Creating Stakeholder Value 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, customers and consumers - for which the relationship approach is critical. It also provides crucial advice on how to develop, integrate and implement the various strands of a successful relationship strategy. Based on the best-selling first edition of Relationship MarketingComprehensive account of how to develop and implement a winning relationship strategy Includes frequent vignettes to show how the theory works in practice -- New edition of one of the first and most widely respected books in this field-- First edition has sold over 12,000 copies-- Revision is far more applicable for course useIn the second edition of this groundbreaking book, the authors continue to develop their widely known and admired philosophy of Relationship Marketing. This new edition reinforces and extends the authors' analysis of the shift in marketing's focus from a crude concern for increased market share to a strategy for creating long-term profitable relationships with targeted customers.The addition of up-to-date case materials and examples of best practice will make this revised edition a highly effective text.The book covers all the stakeholder markets in which the relationship approach is critical; employees, suppliers, influencers, customers and consumers. This new edition is the seminal text for all students and managers in this field. "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, referral, 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."--BOOK JACKET The widespread adoption of the marketing concept by organisations is a relatively recent event.