Marketing management : a relationship marketing perspective / Cranfield School of Management.
By: Cranfield School of Management
.
Material type: 
BookPublisher: London : MacMillan, 2000Description: xviii, 295 p. : ill.ISBN: 0333777506 ; 0333777492 .Subject(s): Marketing -- ManagementDDC classification: 658.8 | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| General Lending | MTU Bishopstown Library Lending | 658.8 (Browse shelf(Opens below)) | 1 | Available | 00071395 |
Enhanced descriptions from Syndetics:
Marketing Management: A Relationship Marketing Perspective is an introduction to the principles of marketing management with a relationship perspective integrated throughout.
Through the book contributors explore five key areas:
* The Role of Relationship Marketing in Business
* The Customer Retention Audit
* Creating Customer Value Through the Expanded Marketing Mix
* Planning and Organising for Relationship Marketing
* Relationship Marketing in Action
With insightful graphics, mini case studies and numerous real-world examples, Marketing Management is an ideal text for MBA students, postgraduates and professionals seeking a topical introduction to leading edge management and marketing thinking. Final year undergraduates of business will also benefit from this well-written, highly accessible text.
Also available is a companion website with extra features to accompany the text, please take a look by clicking below -http://www.palgrave.com/business/cranfield/
Includes bibliographical references and index.
Part I: The role of relationship marketing in business -- Part II: The customer relationship audit -- Part III: Creating customer value through the expanded marketing mix -- Part IV: Planning and organizing for relationship marketing -- Part V: Meeting the challenge through relationship marketing.