Summary

Marketing Management: A Relationship Marketing Perspective is an introduction to the principles of marketing management with a relationship perspective integrated throughout.
Through the book contributors explore five key areas:
* The Role of Relationship Marketing in Business
* The Customer Retention Audit
* Creating Customer Value Through the Expanded Marketing Mix
* Planning and Organising for Relationship Marketing
* Relationship Marketing in Action
With insightful graphics, mini case studies and numerous real-world examples, Marketing Management is an ideal text for MBA students, postgraduates and professionals seeking a topical introduction to leading edge management and marketing thinking. Final year undergraduates of business will also benefit from this well-written, highly accessible text.
Also available is a companion website with extra features to accompany the text, please take a look by clicking below -http://www.palgrave.com/business/cranfield/