Relationship Marketing for Competitive Advantage: Winning and Keeping Customers

Front Cover
Butterworth-Heinemann, 1998 - Business & Economics - 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
*management of service quality
are all brought together to provide an integrated approach to the development of a relationship marketing strategy.

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

Other editions - View all

Relationship Marketing for Competitive Advantage: Winning and Keeping Customers
Adrian Payne
Snippet view - 1995

References to this book

About the author (1998)

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.

Bibliographic information

TitleRelationship Marketing for Competitive Advantage: Winning and Keeping Customers
CIM Professional Development S
CIM series
Chartered Institute of Marketing Series
Marketing series (London, England).: Professional development
The Marketing series
The marketing series : professional development
ContributorsAdrian Payne, Chartered Institute of Marketing
Edition2, illustrated, reprint
PublisherButterworth-Heinemann, 1998
ISBN0750640170, 9780750640176
Length304 pages
Subjects ›  › 

Business & Economics / Marketing / General
  
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