Description
Book Synopsis"At last a book that can be used to teach Managing Marketing Relationships that is not how to capture consumers by loyalty programmes or exploit our databases. " --Ian Wilkinson, University of New South Wales, Australia "This book is very clear and well structured and the illustrations will really help readers to understand this area.
Table of ContentsPreface.
About the Authors.
Acknowledgements.
Part 1: Relationship strategy.
Chapter 1. Introduction to strategic market relationships.
Chapter 2 Relationship-based theories.
Chapter 3 Relationship Planning and Development.
Chapter 4 Relationship Types.
Chapter 5 Networks.
Part 2: Relationship Implementation.
Chapter 6 Organising for Relationships
Chapter 7 People and Relationships
Chapter 8 Customer Relationship Management
Chapter 9 Relationship communication with a special focus on building relationships through brands and electronic relationships.
Chapter 10 Channel Relationships
Chapter 11 Innovation through Relationships
Chapter 12 Relationship internationalisation.
Chapter 13 Relationship Costs and Value
Chapter 14 Strategic market relationships: a final word.
References.
Index.
