Relationship Marketing for Competitive Advantage: Winning and Keeping Customers
Butterworth-Heinemann, 1995 - Consumer satisfaction - 304 pages
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 brought together to provide an integrated approach to the development of a relationship marketing strategy.
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Relationship marketing key concepts
Relationship marketing industrial perspectives
Relationship marketing services perspective
6 other sections not shown
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activities analysis approach associates bank become behavior benefits branch building buyer buying client communication competitive concept concern consumer costs create culture customer service database decisions delivery direct effect efforts employees empowerment encounter established evaluate example executive existing existing clients expectations experience factors Figure firm focus function give identify important improve increased individual industry interaction internal marketing interviews investment involved Journal keep less loyalty major manufacturing means measures needs offer operations organization organizational perceptions performance positive present problems profits purchase References relationship marketing requires response retailing retention role satisfaction segmentation selection seller selling service quality situations specific staff strategy success suggests suppliers switching Table term types vendor