Relationship Marketing : Creating Stakeholder Value, Paperback


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 cutting edge vision of relationship marketing, Relationship Marketing: Creating Stakeholder Value is a seminal text for all students and managers in the field.

With new up-to-date case materials and examples of best practice, the book covers all the stakeholder markets - employees, suppliers, influencers, customers and consumers - for which the relationship approach is critical.

It also provides crucial advice on how to develop, integrate and implement the various strands of a successful relationship strategy.


  • Format: Paperback
  • Pages: 264 pages, 1, black & white illustrations
  • Publisher: Taylor & Francis Ltd
  • Publication Date:
  • Category: Business competition
  • ISBN: 9780750648394



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