Relationship marketing and customer relationship management (CRM) can be jointly utilised to provide a clear roadmap to excellence in customer management: this is the first textbook to demonstrate how it can be done. Written by two acclaimed experts in the field, it shows how an holistic approach to managing relationships with customers and other key stakeholders leads to increased shareholder value. Taking a practical, step-by-step approach, the authors explain the principles of relationship marketing, apply them to the development of a CRM strategy and discuss key implementation issues. Its up-to-date coverage includes the latest developments in digital marketing and the use of social media. Topical examples and case studies from around the world connect theory with global practice, making this an ideal text for both students and practitioners keen to keep abreast of changes in this fast-moving field.
Philip Kotler - S. C. Johnson and Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
Malcolm McDonald - Emeritus Professor, Cranfield School of Management, Cranfield University, and Chairman, Brand Finance PLC
Jagdish N. Sheth - Charles H. Kellstadt Chair of Marketing, Goizueta Business School, Emory University
James Heskett - Baker Foundation Professor Emeritus, Harvard Business School, and author of The Culture Cycle
Christian Grönroos - Hanken School of Economics, Finland
Jim Guyette - President and CEO Rolls-Royce, North America
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