Relationship Marketing Management

ISBN-13: 9781861529312 / Angielski / Miękka / 2003 / 236 str.

International Thomson Business

Opis

Using case studies and examples the authors summarize the key ideas of relationship marketing and explore its use in consumer markets on the part of companies ranging from large multinationals down to small and medium-size companies.

Spis treści

Introduction. 1. Criticisms of traditional marketing. 2. Characteristics of RM. 3. Drivers of RM. 4. Planning RM programmes. 5. Implementing RM programmes - strategy, structure and systems. 6. Implementing RM programmes - shared values, staff, skills and style. 7. Monitoring and controlling relationships. 8. Ethical Considerations in RM. 9. Key Account management. 10. Customer relationship management. Case Study - Amazon - the world''s leading e-tailer. Case Study - Tennyson Ltd. Case Study - Parket, Downey and Jagger Solicitors. Case Study - Energy Saving Trust. Index.