Relationship Marketing: Creating Value for Stakeholders

Author: Christopher
Publisher:
Publish Date: 2005-07-01
Features: Building on the groundbreaking work, Relationship Marketing—Creating Value for Stakeholders is a result of the original authors' in-depth research on their renowned and highly acclaimed marketing theory. This book expands and deepens the research and analysis conducted in the field of marketing, proposing that businesses should shift their marketing focus from increasing market share to establishing long-term mutually beneficial relationships with target customers. The book includes a wealth of new case studies and business examples, introducing how to build and develop strong relationships in key relationship marketing markets such as the customer and consumer market, supplier market, employee market, influencer market, and referrer market. Additionally, the book offers important suggestions on how to formulate and implement successful relationship marketing strategies.