Business & Economics Books:

Marketing Management

A Relationship Marketing Perspective

Format

Paperback / softback

Customer rating

Click to share your rating 0 ratings (0.0/5.0 average) Thanks for your vote!

Share this product

Marketing Management by Cranfield School of Management
Unavailable
Sorry, this product is not currently available to order

Description

This introduction to the principles of marketing management has a relationship perspective integrated throughout. 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 organizing for relationship marketing; and relationship marketing in action. Using graphics, mini case studies and numerous real world examples, this text is aimed at MBA students, postgraduates and professionals seeking an introduction to leading edge management and marketing thinking. An instructor's manual providing overhead masters and teaching notes supports the text. This will also include a long case study of Guinness plc, which lecturers can use in seminar or project work.

Author Biography

Cranfield School of Management is a leading European Business School with an international reputation for the outstanding quality of its MBA programme. The author team have extensive experience of working with organisations through consultancy, sponsored research and teaching. The book is based on the theory developed by Christopher, Payne and Ballantyne.
Release date NZ
March 23rd, 2000
Country of Publication
United Kingdom
Illustrations
XVIII, 295 p.
Imprint
Palgrave Macmillan
Pages
295
Dimensions
189x247x17
ISBN-13
9780333777503
Product ID
1648654

Customer reviews

Nobody has reviewed this product yet. You could be the first!

Write a Review

Marketplace listings

There are no Marketplace listings available for this product currently.
Already own it? Create a free listing and pay just 9% commission when it sells!

Sell Yours Here

Help & options

  • If you think we've made a mistake or omitted details, please send us your feedback. Send Feedback
  • If you have a question or problem with this product, visit our Help section. Get Help
Filed under...

Buy this and earn 681 Banana Points