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Relationship Marketing: Bringing quality, customer service and marketing together (CIM Professional Development Series), by Martin Christo
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The strategic emphasis in Relationship Marketing is as much on keeping customers as it is on getting them in the first place. The aim is to provide unique value in chosen markets, sustainable over time, which brings the customers back for more.
Relationship Marketing emphasizes quality, customer service and marketing and how these can be managed towards closing the `quality gap' between what customers expect and what they get.
The authors explore the process of developing and implementing relationship strategies and in so doing, signal a radical shift in marketing practice involving first the co-ordination of external (customer) markets and second, collaboration within
internal (staff) markets in order to get the marketing mix right. The book is intended for all marketing managers coming to terms with doing business in turbulent markets and facing up to strategic quality and customer services issues.
Well-presented comprehensive text
Full of practical ideas, techniques and examples
Emphasis is as much on keeping customers as it is on getting them in the first place
- Sales Rank: #5302250 in Books
- Brand: Brand: Butterworth-Heinemann
- Published on: 1993-03-30
- Original language: English
- Number of items: 1
- Dimensions: .51" h x 6.10" w x 9.15" l,
- Binding: Paperback
- 204 pages
- Used Book in Good Condition
Review
`This is an important book which deserves a wide audience. While aimed at marketing practitioners, it will provide interesting reading for students on advanced courses.' NATFHE Journal, Spring 1995 - NATFHE, March 1995
'A well-presented comprehensive text full of practical ideas, techniques and examples. This book will appeal to the marketing professional and businessman alike. A highly recommended read.' - Journal of Strategic Change, April 1994
About the Author
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.
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.
David Ballantyne is Senior Lecturer in Relationship Marketing and Service Management in the Department of Marketing, Monash University, Australia. He was previously a Senior Associate at the Centre for Services Management at Cranfield School of Management and a Director of the Total Quality Management Institute in Australia. His expertise is in services marketing, logistics management and the emerging field of internal marketing.
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