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Relationship Marketing for Competitive Advantage
Adrian Payne
其他書名
Winning and Keeping Customers
出版Elsevier Science & Technology Books, 1995
主題Business & Economics / Advertising & PromotionBusiness & Economics / Customer RelationsBusiness & Economics / Marketing / General
ISBN075062020X9780750620208
URLhttp://books.google.com.hk/books?id=xxIUAQAAMAAJ&hl=&source=gbs_api
註釋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, and management of service quality are brought together to provide an integrated approach to the development of a relationship marketing strategy.