Relationship Marketing: Creating Stakeholder Value | by Martin Christopher, Adrian Payne and David Ballantyne | ISBN: 9780750648394. The Relationship Management Chain. Customer Segment Lifetime Value Analysis. How to Bring Marketing, Customer Service and Quality Together.

Relationship Marketing: Creating Stakeholder Value

by Martin Christopher, Adrian Payne and David Ballantyne
ISBN:9780750648394

Offering a cutting edge vision of relationship marketing, this book provides a comprehensive account of how to develop and implement a winning relationship strategy and includes frequent vignettes to show how the theory works in practice.

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Relationship Marketing—Creating Stakeholder Value







Introduction
Overview
References

Chapter 1 – Creating Value for the Customer
Introduction
The Evolution of Relationship Marketing
The Fundamental Principles of Relationship Marketing
The Expanded Marketing Mix
From Transactions to Relationships: The Role of Customer Value
Understanding customer value
The ‘One-to-One’ World
Value-creating relationships
Market Segmentation
The Relationship Management Chain
Summary
References




Chapter 2 – Creating Value for the Organisation
Introduction
Customer Value, Profitability and Market Segments
The Relationship Marketing Ladder of Loyalty
Customer Acquisition and Its Economics
Customer retention and its economics
Relationship marketing – what managers measure
Improving Customer Retention
Customer Segment Lifetime Value Analysis
Achieving Increased Profitability
Putting It All Together: a Framework for Segmented Service Strategy
Summary
References

Chapter 3 – Building Marketing Relationships: the Six Markets Model
Introduction
The Role of Multiple Stakeholders
The Customer Market
The referral market
The Supplier and Alliance Market
The Influence Market
The recruitment market
The Internal Market
Assessing performance in the six markets
Summary
References

Chapter 4 – Managing Relationships in Networks
Introduction
From Vertical to Virtual: the Rise of the Network Organisation
What Makes Networks Work?
Partnerships: Creating Value Through Collaboration
Creating Collaborative Advantage
The Value-added Exchange of Information
Working in Partnership
A Portfolio of Relationships
Prerequisites for Successful Partnering
Managing network relationships
Developing the Right Interface Structure
Summary
References




Chapter 5 – Relationship Marketing: Integrating Quality, Customer Service and Marketing
Introduction
Marketing’s Neglect of Quality and Customer Service
Bringing Marketing, Customer Service and Quality Together
Delivering Customer Value
The Customer Value Chain and the Customer Activity Cycle
Cross-functional Work Flows
Service Quality Management
Managing Service Variability
Empowerment and Collaboration
Summary
References




Chapter 6 – Developing and Implementing a Relationship Strategy
Introduction
Relationships as a Source of Value
Choice of Relationship Strategy
Planning for the Six Markets
The Relationship Management Chain
Organisational change
Five Paradoxes of Change Management
Generating Knowledge Through Dialogue
The Future of Relationship Marketing
Summary and Conclusion
References

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4 Responses to Relationship Marketing: Creating Stakeholder Value | by Martin Christopher, Adrian Payne and David Ballantyne | ISBN: 9780750648394. The Relationship Management Chain. Customer Segment Lifetime Value Analysis. How to Bring Marketing, Customer Service and Quality Together.

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