Relationship marketing management /
Little, Edward, 1967-
Relationship marketing management / Edward Little and Ebi Marandi - London : Thomson Learning, 2003 - xi, 236 p. : ill. ; 25 cm
Includes bibliographical references and index
1. Criticisms of traditional marketing -- 2. Characteristics of RM -- 3. Drivers of RM -- 4. Planning RM programmes -- 5. Implementing RM programmes - strategy, structure and systems -- 6. Implementing RM programmes - shared values, staff, skills and style -- 7. Monitoring and controlling relationships -- 8. Ethical considerations in RM -- 9. Key account management -- 10. Customer relationship management -- Case Study. Amazon - the world's leading e-tailer -- Case Study. Tennyson Ltd -- Case Study. Parker, Downey and Jagger Solicitors -- Case Study. Energy Saving Trust
9781861529312
HF 5415.55 L58 2003
Relationship marketing management / Edward Little and Ebi Marandi - London : Thomson Learning, 2003 - xi, 236 p. : ill. ; 25 cm
Includes bibliographical references and index
1. Criticisms of traditional marketing -- 2. Characteristics of RM -- 3. Drivers of RM -- 4. Planning RM programmes -- 5. Implementing RM programmes - strategy, structure and systems -- 6. Implementing RM programmes - shared values, staff, skills and style -- 7. Monitoring and controlling relationships -- 8. Ethical considerations in RM -- 9. Key account management -- 10. Customer relationship management -- Case Study. Amazon - the world's leading e-tailer -- Case Study. Tennyson Ltd -- Case Study. Parker, Downey and Jagger Solicitors -- Case Study. Energy Saving Trust
9781861529312
HF 5415.55 L58 2003