Marketing Management
A Relationship Marketing Perspective
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Beschreibung
Marketing Management: A Relationship Marketing Perspective is an introduction to the principles of marketing management with a relationship perspective integrated throughout.
Through the book contributors explore five key areas:
* The Role of Relationship Marketing in Business
* The Customer Retention Audit
* Creating Customer Value Through the Expanded Marketing Mix
* Planning and Organising for Relationship Marketing
* Relationship Marketing in Action
With insightful graphics, mini case studies and numerous real-world examples, Marketing Management is an ideal text for MBA students, postgraduates and professionals seeking a topical introduction to leading edge management and marketing thinking. Final year undergraduates of business will also benefit from this well-written, highly accessible text.
Also available is a companion website with extra features to accompany the text, please take a look by clicking below -http://www.palgrave.com/business/cranfield/
Marketing Management: A Relationship Marketing Perspective is an introduction to the principles of marketing management with a relationship perspective integrated throughout.
Through the book contributors explore five key areas:
* The Role of Relationship Marketing in Business
* The Customer Retention Audit
* Creating Customer Value Through the Expanded Marketing Mix
* Planning and Organising for Relationship Marketing
* Relationship Marketing in Action
With insightful graphics, mini case studies and numerous real-world examples, Marketing Management is an ideal text for MBA students, postgraduates and professionals seeking a topical introduction to leading edge management and marketing thinking. Final year undergraduates of business will also benefit from this well-written, highly accessible text.
SUPPORTING MATERIALS
An Instructor's Manual providing overhead masters and teaching notes supports the text.
The first book to integrate relationship marketing throughout a marketing management text showing how to implement relationship marketing in practice
Clearly outlines how to take a holistic approach to addressing customers' needs in order to create customer value
Written by an author team from a leading business school experienced in both teaching and consulting in this field and based on theory developed by members of the group
Accompanied by an instructor's manual which will include an extended case study on Guinness plc.
Autor*in
Marketing and Logistics Group, Marketing and Logistics Group, Cranfield School of Management
Themen in »Marketing Management«
Customer Value brand branding business communication management market research market segmentation marketing marketing management organization pricing product development relationship marketing strategy