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基本説明
It takes a managerial perspective to the study of relationships, from strategy to implementation.
Full Description
The book develops the student's understanding of the nature, relevance and importance of creating and sustaining relationships as a strategic resource. It takes a managerial perspective to the study of relationships, from strategy to implementation. The first edition was the first text that comprehensively addressed relationships as a strategic issue, and considering relationships as strategic and as a basis for competition is central to this book. In a nutshell, strategic market relationships is the process of analyzing, formulating and implementing a relationship strategy for an organization.
Contents
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.
