Product Description: Containing numerous charts and diagrams, this text explains the key concepts of marketing as they relate to services marketing. It explores the role of services marketing, and then examines segmentation, positioning and the services marketing mix...read more

Product Description: This introduction to the concept of relationship marketing covers the management of internal and external markets, the economics of customer retention, the changing face of service quality management and the relationship of the marketing management chain.

Product Description: 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...read more (view table of contents, read Amazon.com's description)

This text offers advice on creating successful marketing plans, with each chapter having examples of marketing planning in practice. The book highlights key misunderstandings about marketing and the nature of services and relationship marketing. The marketer is taken step-by-step through the stages of the marketing planning process and alerted to the barriers that can prevent a service organization being successful in introducing marketing planning. Frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. Marketing intelligence systems, market research, organization development stages and marketing orientation are covered. (view table of contents)

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Product Description: Customer Relationship Management is a holistic strategic approach to managing customer relationships to increase shareholder value, and this major Handbook of CRM gives complete coverage of the key concepts in this vital field. It is about achieving a total understanding of the concepts that underlie successful CRM rather than the plethora of systems that can be used to implement it...read more