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Textbook
Strategic Market Relationships: From Strategy to Implementation, 2nd EditionISBN: 978-0-470-02880-3
Paperback
296 pages
May 2007, ©2007
 This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.
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The new edition is being totally restructured in the light of
teaching experience with the book and new research since it was
published. Most of the existing content will still be there
but presented in a new logic.
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Continues to map relationships from strategy to implementation
- Text more clearly divided into strategy and implementation parts
- Continues to focus on close relationships and on the management of relationships
- Continues with introductory case illustration and end of chapter teaching cases with many new ones
- All chapter updated with new research since the last publication
- Revamped chapter on relationship planning including a stronger focus on strategic choice and relationship development
- New chapter on relationship types/archetypes to develop on the theme of classification and the management of specific relationships
- New chapter on organizing relationships
- New chapter on people and relationships
- E-relationship chapter integrated into chapter on communication and dialogue in a relationship
- New chapter on channel relationships
- Chapter on relationship performance restructured around costs and value.
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Ethics and researching relationships expanded in the conclusion chapter
Related Titles
Strategic Marketing
Resources for
Instructors
Contact a Wiley Sales Rep
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Read an Excerpt
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