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Strategic Market Relationships: From Strategy to Implementation
Rok: 2002
ISBN: 9780471494430
OKCZID: 110039685
Citace (dle ČSN ISO 690):
DONALDSON, Bill. Strategic market relationships: from strategy to implementation. Chichester: John Wiley & Sons, 2002. xiii, 288 s.
Anotace
Donaldson & O'Toole address how organisations originate, sustain and develop relationships with customers, suppliers, competitors, and other stakeholders from a strategic perspective. This examination maps business relationship choices from strategy to implementation. FEATURES Develops the reader's understanding of the nature, relevance and importance of creating and sustaining relationships as a strategic resource Takes a managerial perspective to the study of relationships, from strategy to implementation Presents new themes and frameworks in areas such as relationship planning, relationship implementation, customer relationship management, and electronic relationships Each chapter contains two case studies: a commencement case illustration and an end of chapter teaching case Strategic Market Relationships has been written for students studying relationship strategy, management or marketing on advanced undergraduate, MBA and other postgraduate courses. It will also be a valuable resource for managers who wish to gain a greater understanding of strategic market relationships. Supplementary materials for lecturers adopting Strategic Market Relationships can be found at the web site.