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Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000003894908 | HF5415 C57 1993 | Open Access Book | Book | Searching... |
Searching... | 30000003894866 | HF5415 C57 1993 | Open Access Book | Book | Searching... |
Searching... | 30000005176163 | HF5415 C57 1993 | Open Access Book | Advance Management | Searching... |
Searching... | 30000003466053 | HF5415 C57 1993 | Open Access Book | Advance Management | Searching... |
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Summary
Summary
The strategic emphasis in this book is as much on keeping customers as on getting them in the first place. The aim is to provide unique value in chosen markets, sustainable over time, which bring the customers back for more. Relationship marketing emphasizes both quality and customer service and how these can be managed towards closing the quality gap between what customers expect and what they get.
Reviews 1
Choice Review
"The purpose of a business is to create and keep a customer." This statement by Theodore Levitt is really the core of Relationship Marketing. It recognizes that a firm's success depends as much on keeping customers as it does on acquiring them, which means attention must be focused on ways to provide customer satisfaction over the long term. The authors believe that success in the '90s will require the successful melding of quality , customer service, and marketing, and their book provides the framework for accomplishing that task. They expand the basic 4 P's of the marketing mix to include people, processes, and customer service. They then describe how TQM (total quality mangement) is really an integration of marketing and production activities, and provide guidelines for making the transition to a strategy of quality leadership. The central theme is that a firm's relationship with its customers depends on the quality of relationships with internal groups suppliers, distributors, salespeople, etc. Five case studies are included that describe firms that have undertaken a strategy of quality leadership. The book can serve as a resource for upper-division undergraduate and graduate students of marketing strategy, and for academicians and practitioners concerned about incorporating TQM more extensively into marketing activities. G. Kress; Colorado State University
Table of Contents
| Relationship marketing |
| Developing a relationship strategy |
| Quality as a competitive strategy |
| Monitoring service quality performance |
| The transition to quality leadership |
| Managing relationship marketing |
| Case Studies on Quality Leadership |
| Just another Cambridge hi-tech company? |
| The shift to 'customer orientation' in retail banking |
| Involving senior managers in the quality improvement process at Johnson Matthey |
| Achieving real culture change at Ilford |
| From 'crisis' to quality leadership at Rank Xerox |
