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Managing Market Relationships Hardback book

Managing Market Relationships

by Adam Lindgreen

Sole reliance on traditional marketing practices can cost a lot of money for little gain. That's why establishing, developing, and maintaining market relationships with customers and other stakeholders is often hailed as an effective means to achieve a sustained competitive market advantage. Despite this, the benefits of relationship marketing remain uncertain, and efforts in this arena often fail. Managing Market Relationships explains what relationship marketing entails, how it is implemented, how it evolves, and how it is controlled. Building on research with colleagues, Adam Lindgreen argues that companies must add value - either through their products and services or through their relationships, networks, and interactions.Readers are introduced to the buyer-seller market exchange model that recognizes the importance of relationship marketing but argues that it should co-exist with traditional marketing. The book offers guidance on how to develop, involve, and evaluate management and employees in relationship-building market activities. To avoid the one-size-fits-all approach to relationships, that so often leads to the premature death of managers' efforts, a relationship management assessment tool is provided that helps companies to question, identify, and prioritize critical aspects of relationship marketing.This timely and comprehensively researched book is essential reading for researchers, those involved in the professional training and development of marketers, and higher level students and practitioners who will want to learn more about relationship marketing, relevant research methodologies and how to use sound managerial models and tools.

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May be shiny, in some instances dust jackets are not included, no missing pages, no damage to binding, may have a remainder mark. See more details about Managing Market Relationships

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PLEASE NOTE: All books are promptly imported from the UK using DHL or Royal Mail international mail WITH TRACKING NUMBER. Delivery is typically 5-10 working days. Please do not select expedited shipping. Professional and reliable bookseller (est.1987). See more details about Managing Market Relationships: Methodological and Empirical Insights

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Explains what relationship marketing entails, how it is implemented, how it evolves, and how it is controlled. Building on research with colleagues, the author argues that companies must add value-either through their products and services or throug... See more details about Managing Market Relationships

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Please note that deliveries to addresses in the UK and Europe will be in 4-14 business days. Other countries should refer to Alibris standard times. ISBN10: 0566088835. See more details about Managing Market Relationships

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PLEASE NOTE: All books are promptly imported from the UK using International Priority Airmail. Delivery is typically 5-10 working days. Please do not select expedited shipping. Heavier and more expensive items have tracking number. Professional and reliable bookseller (est.1987). See more details about Managing Market Relationships: Methodological and Empirical Insights

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