Relationship Marketing Strategy and implementation
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Relationship Marketing The Chartered Institute of Marketing/Butterworth-Heinemann Marketing Series is the most comprehensive, wi ...
Books in the series Below-the-line Promotion, John Wilmshurst The CIM Handbook of Export Marketing, Chris Noonan The CIM Handboo ...
Relationship Marketing Strategy and implementation Helen Peck, Adrian Payne, Martin Christopher, Moira Clark Published in associ ...
Butterworth-Heinemann Linacre House, Jordan Hill, Oxford OX2 8DP 225 Wildwood Avenue, Woburn, MA 01801- A division of Reed Educa ...
Contents Foreword ix Acknowledgements xi ...
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1 Relationship marketing: The six markets framework Biographies xiii Introduction The Six Markets model Further perspectives Th ...
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Foreword This book completes a trilogy that began in 1991 with Relationship Marketing, which was one of the first attempts to de ...
The book itself takes the reader first through an exploration of the Six Markets model and its development from inception to dat ...
Acknowledgements We would like to thank the case writers who have granted us per- mission to use their work in this book and ind ...
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Biographies Helen Peck DMS Research Fellow, Cranfield School of Management Helen Peck is a Research Fellow in the Marketing and ...
consultant and educator to many service organizations, professional service firms and manufacturing companies. Martin G. Christo ...
Introduction ‘These are turbulent times in the world of organizations’, observed Miles and Snow^1 more than a decade ago, and th ...
series of frequently cited environmental factors: technological advances and the deregulation of markets, creating intensified g ...
itable and mutually beneficial relationships between an organiza- tion and a defined customer group. The concept quickly broaden ...
add value. Some organizations have gone further still, turning to partnerships and strategic alliances with customers, suppliers ...
market domains or ‘markets’, e,ach representing dimensions of rela- tionship marketing and involving relationships with a number ...
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