Relationship Marketing

by Helen Peck, Moira Clark, Adrian Payne

Arranged in 6 sections, this title gives marketing practitioners and students critical examples of best practice from a variety of companies.

Alongside 'Relationship bringing quality, customer service and marketing together' and 'Relationship Marketing for Competitive winning and keeping customers' this new title provides readers with insights into marketing in the 21st century.

Hardcover

First published May 24, 1999

Reviews

[Sergiy · Rating 2 out of 5]

The book is a waste of time, the idea of the book is correct, but it is smeared over several hundred pages.
In short, the book is about the fact that company must take into account not only the interests of its owners, but also the interests of other stakeholders such as its employees, customers, etc., that is the essence of the book.

Unfortunately marketing likes to re-invent the wheel five times a year, an indicator of which is the marketing of relationships.

Anyone who is familiar with the theory of systems and Bogdanov's tectology knows that the local optimization of individual elements of a system leads to a deterioration of the whole system, and not to its improvement.
Thus, fixation on interests of single groups (owners of a firm) to the detriment of interests of others (employees, etc.) worsens the work of the whole system in the long run (company's profit, etc.).

[Yenny · Rating 3 out of 5]

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