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Relationship Marketing: Winning and Keeping Customers (CIM Professional Development) - CIM Professional Development

3.50 ( 2 Ratings by Goodreads)
Relationship Marketing: Winning and Keeping Customers (CIM Professional Development)

Relationship Marketing: Winning and Keeping Customers (CIM Professional Development) - CIM Professional Development

(Author) (Author) (Author) (Author)
3.50 (2 Ratings by Goodreads)
paperback
Published: 23 March, 1998
Standard worldwide delivery by Thu, July 23 - Tue, July 28
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Description

The newly emerging area of relationship marketing has become a major focal point for leading-edge practitioners in their search for sustainable competitive advantage. This book, which complements the best-selling title "Relationship Marketing", presents a selection of some of the best writing on the subject by experts from around the world. The editors have supplemented these articles with linking summaries and commentaries which together highlight the breadth of this important topic. Issues such as customer retention, employee satisfaction, supplier relations, and management of service quality are all brought together to provide an integrated approach to the development of a relationship marketing strategy. This book complements the best-selling title "Relationship Marketing", and presents a selection of some of the best writing on the subject by experts from around the world.
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More Details

Type Book
ISBN13 9780750640176
ISBN10 0750640170
Number Of Pages 320
Item Weight 521 g
Product Dimensions 154 x 18 x 228 mm
Publisher / Reseller A Butterworth-Heinemann Title
Format paperback
Edition New
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Media Reviews

'The articles are wide-ranging, covering manufacturing and services; business and consumer database marketing and retail. They are all well-written and some, particularly those connected with the importance of measurability are inspirational.' - Marketing Business, December 1995

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Author's Bio

Dr Adrian Payne is Professor of Services & Relationship Marketing and Director of the Centre for CRM at Cranfield School of Management, UK. He is an author of ten books on Relationship Marketing, CRM and Marketing Strategy. He undertakes research, gives keynote presentations, runs workshops and consults globally in CRM, relationship marketing and customer retention strategies. Dr Martin Christopher is Professor of Marketing and Logistics and Chairman of the Centre for Logistics and Supply Chain Management at at Cranfield School of Management, UK. Moira Clark is Director of the CRM Research Forum at Cranfield School of Management, Cranfield University. She also serves as a consultant to a number of leading international companies. Her major area of research an consulting is in Customer Relationship Management, Relationship Marketing and the drivers of Customer Retention. Moira is a judge for the prestigious Unisys and Management Today Service Excellence awards. She is also a frequent keynote speaker at many public and in-company seminars and conferences around the world.

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