Relationship Marketing: Creating Stakeholder Value extends the analysis of the change in the marketing rationale from a crude concern for increased market share to a strategy aimed at creating long-term profitable relationships with targeted customers.

Offering a cutting edge vision of relationship marketing, Relationship Marketing: Creating Stakeholder Value is a seminal text for all students and managers in the field. With new up-to-date case materials and examples of best practice, the book covers all the stakeholder markets - employees, suppliers, influencers, customers and consumers - for which the relationship approach is critical. It also provides crucial advice on how to develop, integrate and implement the various strands of a successful relationship strategy.

Martin Christopher, Adrian Payne, David Ballantyne

Chapter 1 Creating value for the customer; Chapter 2 Creating value for the organisation; Chapter 3 Building marketing relationships: the six markets model; Chapter 4 Managing relationships in networks; Chapter 5 Relationship marketing: integrating quality, customer service and marketing; Chapter 6 Developing and implementing a relationship strategy;