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.
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.