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Textbook

Strategic Market Relationships: From Strategy to Implementation, 2nd Edition

ISBN: 978-0-470-02880-3
Paperback
296 pages
May 2007, ©2007
List Price: US $70.95
Government Price: US $47.32
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Preface.

About the Authors.

Acknowledgements.

Part 1: Relationship strategy.

Chapter 1. Introduction to strategic market relationships.

Chapter 2 Relationship-based theories.

Chapter 3 Relationship Planning and Development.

Chapter 4 Relationship Types.

Chapter 5 Networks.

Part 2: Relationship Implementation.

Chapter 6 Organising for Relationships

Chapter 7 People and Relationships

Chapter 8 Customer Relationship Management

Chapter 9 Relationship communication with a special focus on building relationships through brands and electronic relationships.

Chapter 10 Channel Relationships

Chapter 11 Innovation through Relationships

Chapter 12 Relationship internationalisation.

Chapter 13 Relationship Costs and Value

Chapter 14 Strategic market relationships: a final word.

References.

Index.

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by Bobby J. Calder (Editor), Philip Kotler (Foreword by)
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