Beschreibung Relationship Marketing: Winning and Keeping Customers (CIM Professional Development). The newly emerging area of relationship marketing has become a major focal point for leading-edge practitioners in their search for sustainable competitive advantage. This book, which complements the best-selling title Relationship Marketing, presents a selection of some of the best writing on the subject by experts from around the world. The editors have supplemented these articles with linking summaries and commentaries which together highlight the breadth of this important topic.Issues such as: *customer retention *employee satisfaction*supplier relations*management of service quality are all brought together to provide an integrated approach to the development of a relationship marketing strategy.Complements the best-selling title Relationship MarketingPresents a selection of some of the best writing on the subject by experts from around the world
The Marketing Book - Yola ~ 3 Relationship marketing 32 Lisa O’Malley and Caroline Tynan Introduction 32 Relationship marketing defined 33 History of relationship marketing 34 Focal relationships 39 Models of relationship development 40 Critique and emerging issues 44 Conclusion 47 References 48 4 The basics of marketing strategy 53 Robin Wensley
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