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Relationship Marketing By Mark Godson (Principal Lecturer in Marketing, Sheffield Hallam University)

Relationship Marketing
by Mark Godson (Principal Lecturer in Marketing, Sheffield Hallam University)

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Relationship Marketing provides a detailed and comprehensive look at relationships and how these impact on an organisation. Different types of relationships are considered in addition to the methods that may be employed to maximise the benefits of forming such relationships.
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Relationship Marketing Summary


Relationship Marketing by Mark Godson (Principal Lecturer in Marketing, Sheffield Hallam University)

Relationship Marketing has been written in a highly accessible way to ensure clear understanding and ignite the reader's interest. The author presents a critical overview of the subject to enable students to engage with issues, and discuss and debate points raised in the text. A wealth of case studies are included throughout allowing students to see how the theory may be transferred through to practice for example BMW Mini, Guinness and Metro. The text begins by looking at how and why relationship marketing originated, before exploring issues surrounding customer relationships. Consideration is given to topics such as customer satisfaction, retaining customers, customer loyalty, and customer relationship management. Part three discusses different types of relationships, such as e-relationships and supplier relationships, as well as considering both internal and external relationships. The text concludes with a section on the implications, both for organisations and for the future. Online Resource Centre For lecturers: Answers to case and discussion questions PowerPoint slides For students: Internet exercises Web links Extra case material Flashcard glossary

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Table of Contents


PART ONE: IDENTIFICATION - ORIGINS AND EXTENT OF RELATIONSHIP MARKETING; PART TWO: INVESTIGATION AND INTERPRETATION - CUSTOMER RELATIONSHIPS; PART THREE: INVESTIGATION AND INTERPRETATION - OTHER RELATIONSHIPS; PART FOUR: IMPLICATIONS - FOR ORGANISATIONS AND THE FUTURE

Additional information

GOR004720757
Relationship Marketing by Mark Godson (Principal Lecturer in Marketing, Sheffield Hallam University)
Mark Godson (Principal Lecturer in Marketing, Sheffield Hallam University)
Used - Very Good
Paperback
Oxford University Press
2009-02-26
374
0199211566
9780199211562
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.