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Author David Ballantyne , Adrian Payne , Martin Christopher
Relationship Marketing: Creating Stakeholder Value extends the analysis of the change in the marketing rationale from a crude concern for increased market share to a strategy aimed at creating long-term profitable relationships with targeted customers.Offering a cut....
Release Date 2013/06 -
Marketing Plans for Services: A Complete Guide, Third Edition
Author Adrian Payne , Pennie Frow , Malcolm McDonald
Marketing Plans for Services, Third Edition is written in a pragmatic, action-orientated style and each chapter has examples of marketing planning in practice. The authors highlight key misunderstandings about marketing and the nature of services and relationship ma....
Release Date 2011/10