Relationship Marketing Management by Ed Little
Using case studies and examples the authors summarize the key ideas of relationship marketing and explore its use in consumer markets on the part of companies ranging from large multinationals down to small and medium-size companies.
Introduction1. Criticisms of traditional marketing. 2. Characteristics of RM. 3. Drivers of RM. 4. Planning RM programmes. 5. Implementing RM programmes - strategy, structure and systems. 6. Implementing RM programmes - shared values, staff, skills and style. 7. Monitoring and controlling relationships. 8. Ethical Considerations in RM. 9. Key Account management. 10. Customer relationship management. Case Study - Amazon - the world's leading e-tailer. Case Study - Tennyson Ltd. Case Study - Parket, Downey and Jagger Solicitors. Case Study - Energy Saving Trust. Index.
| SKU | Unavailable |
| ISBN 13 | 9781861529312 |
| ISBN 10 | 1861529317 |
| Title | Relationship Marketing Management |
| Author | Ed Little |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Cengage Learning EMEA |
| Year published | 2003-04-03 |
| Number of pages | 236 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |