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. This book provides advice on how to develop, integrate and implement the various strands of a successful relationship strategy.

In today's highly competitive global marketplace, the pressure on organizations to find new ways to create and deliver value to customers grows ever stronger. There is a growing recognition that through logistic efficiency and effective managment of the supply chain both cost reduction and service enhancement can be achieved. The goal of supply chain management is to link the marketplace, the ...

Business organizations view the supply chain as a whole as the vehicle by which competitive advantage is achieved. This work incorporates customer service element, and contains a range of industry examples offering practical insight. It uses 'mini-cases' and vignettes to illustrate the key messages in each chapter and bring the theory to life.

Assuming no prior marketing knowledge, this work provides a concise, yet comprehensive view of marketing within the context of business and society for anyone seeking a general introduction to the topic.

Arranged in six sections, this title gives marketing practitioners and students critical examples of best practice from a variety of companies. It provides readers with insights into marketing in the 21st century.