Relationship Marketing for Competitive Advantage

Download or read book Relationship Marketing for Competitive Advantage written by Adrian Payne and published by Butterworth-Heinemann. This book was released on 1995 with total page 328 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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. The editors have supplemented these articles with linking summaries and commentaries which together highlight the breadth of this important topic. Issues such as customer retention, employee satisfaction, supplier relations, and management of service quality are brought together to provide an integrated approach to the development of a relationship marketing strategy.