Relationship Marketing Management
Relationship Marketing Management
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Summary
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.
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Relationship Marketing Management by Ed Little
Relationship Marketing is growing in popularity as a significant component of Services Marketing courses and as a subject in its own right. Relationship Marketing Management aims to summarize existing work on Relationship Marketing (RM) and to examine the practical application of these concepts. These aims are achived not only by the inclusion of case studies and illustrative examples, but also by devoting four chapters to the planning, implementation and monitoring of RM programmes. Relationship Marketing Management presents a coherent overview of the theory as well as exploring the practicalities of RM. Aimed mainly at postgraduates and senior level undergraduates, the academic content of the book is supported by an extensive review of current literature in respected journals and is presented in a form that is accessible to the students.
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 |