Marketing and Logistics Group, Cranfield School of Management
Description
Marketing Management: A Relationship Marketing Perspective is an introduction to the principles of marketing management with a relationship perspectiv
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e 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.
SUPPORTING MATERIALS
An Instructor's Manual providing overhead masters and teaching notes supports the text.
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