Adrian Payne - Relationship Marketing: Winning and Keeping Customers (CIM Professional Development)
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Relationship Marketing: Winning and Keeping Customers (CIM Professional Development)
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The newly emerging area of relationship marketing has become a major focal point for leading-edge practitioners in their search for sustainable competitive advantage. This book, which complements the best-selling title Relationship Marketing, presents a selection of some of the best writing on the subject by experts from around the world. The editors have supplemented these articles with linking summaries and commentaries which together highlight the breadth of this important topic. Issues such as: *customer retention *employee satisfaction*supplier relations*management of service quality are all brought together to provide an integrated approach to the development of a relationship marketing strategy. Complements the best-selling title Relationship MarketingPresents a selection of some of the best writing on the subject by experts from around the world
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The Marketing Series is one of the most comprehensive collections of books in marketing and sales available from the UK today.
Published by Butterworth-Heinemann on behalf of The Chartered Institute of Marketing, the series is divided into three distinct groups: Student (fulfilling the needs of those taking the Institute's certificate and diploma qualifications); Professional Development (for those on formal or self-study vocational training programmes); and Practitioner (presented in a more informal, motivating and highly practical manner for the busy marketer).
Formed in 1911, The Chartered Institute of Marketing is now the largest professional marketing management body in Europe with over 60,000 members located worldwide. Its primary objectives are focused on the development of awareness and understanding of marketing throughout UK industry and commerce and in the raising of standards of professionalism in the education, training and practice of this key business discipline.
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Books in the series
Below-the-line Promotion John Wilmshurst
Creating Powerful Brands Leslie de Chernatony and Malcolm H. B. McDonald
How to Sell a Service Malcolm H. B. McDonald
International Marketing Digest Edited by Malcolm H. B. McDonald and S. Tamer Cavusgil
Managing your Marketing Career Andrew Crofts
Market Focus Rick Brown
Market Research for Managers Sunny Crouch
The Marketing Book Edited by Michael Baker
The Marketing Dictionary Edited by Norman A. Hart and John Stapleton
The Marketing Digest Edited by Michael J. Thomas and Norman Waite
Marketing Led, Sales Driven Keith Steward
Marketing Plans Malcolm H. B. McDonald
Marketing to the Retail Trade Geoffrey Randall
The Marketing of Services D. W. Cowell
Market-led Strategic Change Nigel Piercy
The Practice of Advertising Edited by Norman Hart
The Practice of Public Relations Edited by Sam Black
The Principles and Practice of Export Marketing E. P. Hibbert
Professional Services Marketing Neil Morgan
Relationship Marketing Martin Christopher, Adrian Payne and David Ballantyne
Relationship Marketing for Competitive Advantage Adrian Payne, Martin Christopher, Moira Clark and Helen Peck
Retail Marketing Plans Malcolm H. B. McDonald and Chris Tideman
Solving the Management Case Angela Hatton, Paul Roberts and Mike Worsam
The Strategy of Distribution Management Martin Christopher
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Relationship Marketing for Competitive Advantage
Winning and Keeping Customers
Adrian Payne Martin Christopher Moira Clark Helen Peck
Published on behalf of The Chartered Institute of Marketing
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Butterworth-Heinemann Linacre House, Jordan Hill, Oxford OX2 8DP 225 Wildwood Avenue, Woburn, MA 01801-2041 A division of Reed Educational and Professional Publishing Ltd
A member of the Reed Elsevier plc group
OXFORD AUCKLAND BOSTON JOHANNESBURG MELBOURNE NEW DELHI
First published 1995 Second edition 1996, 1997 Paperback edition 1998 Reprinted 1998, 1999
Adrian Payne, Martin Christopher, Moira Clark and Helen Peck 1995
All rights reserved. No part of this publication may be reproduced in any material form (including photocopying or storing in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright holder except in accordance with the provisions of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London, England W1P 9HE. Applications for the copyright holder's written permission to reproduce any part of this publication should be addressed to the publishers
British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library
ISBN 0 7506 4017 0
Composition by Genesis Typesetting, Laser Quay, Rochester, Kent Printed and bound in Great Britain by MPG Books Ltd, Bodmin, Cornwall
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A member of the Reed Elsevier plc group