Relationship Marketing: New Strategies, Technologies and Techniques to Win Customers You Want and Keep Them Forever - Hardcover

Reseña del editor

A practical guide to best practices in the revolutionary new marketing strategy that's sweeping the business world Relationship marketing is all about forging strong, enduring and unique relationships with a core of most valuable customers. This book explains how to implement a relationship marketing program in your organization, supplies tools for measuring results, and explores the practical role of technology as a key enabler in successful relationship marketing. It also discusses relationship management, or the forging of relationships with investors, suppliers, and employees, as well as customers. IAN GORDON (Toronto, Ontario) is a partner in Convergence Management Consultants, Ltd., a firm specializing in marketing strategy. Previously with Ernst & Young, he is founder and President of the Association for the Advancement of Relationship Marketing.

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RELATIONSHIP MARKETING

New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever

"This is, by far, the best book among a growing number of books on relationship marketing. It is intellectually stimulating and, at the same time, highly practical. Each chapter is both comprehensive and insightful. The last chapter on organizing for relationship marketing is indeed unique and 'out of the box' thinking."
— Dr. Jagdish N. Sheth, Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University

"Why recommend this book? Simple. In the growing number of volumes written on relationship marketing, very few offer real value beyond opening the mind to a new concept for the enterprise. Gordon goes many steps further. His approach is strategic and practical at the same time, with many very helpful models, cases, and examples. No cute names, terminology or fluff...simply practical, well-grounded advice and tools. A must if you are involved in your company's change to relationship marketing."
— Lane A. Michel, Manager, Relationship Marketing, Corporate Marketing, Hewlett-Packard Company