Relationship Marketing Management

Ebi Marandi

131 citations0/0 files storedUWE Research Repository (UWE Bristol)

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Corporate Governance and Management

Abstract

Introduction. 1. Criticisms of traditional marketing. 2. Characteristics of RM. 3. Drivers of RM. 4. Planning RM programmes. 5. Implementing RM programmes - strategy, structure and systems. 6. Implementing RM programmes - shared values, staff, skills and style. 7. Monitoring and controlling relationships. 8. Ethical Considerations in RM. 9. Key Account management. 10. Customer relationship management. Case Study - Amazon - the worlds leading e-tailer. Case Study - Tennyson Ltd. Case Study - Parket, Downey and Jagger Solicitors. Case Study - Energy Saving Trust. Index.

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