Relationship marketing = creating stakeholder value [printed text] / Martin Christopher, Author ; adrian payne, Author ; David Ballantyne, Author . - Oxford : Butterworth-Heinemann, 2004 . - xvi,233p : ill (b & w).
ISBN : 978-0-7506-4839-4
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.

Class number:	658.8
Contents note:	Chapter 1 Creating value for the customer; Chapter 2 Creating value for the organization; Chapter 3 Building market relationships: the six markets model; Chapter 4 Managing relationships in networks; Chapter 5 Relationship marketing: integrating quality, customer service and marketing; Chapter 6 Developing and implementing a relationship strategy.