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Relationship Marketing by David Ballantyne, Adrian Payne, Martin Christopher

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Chapter6

Developing and implementing arelationship strategy

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INTRODUCTION

Throughout this book, we have emphasised the central role that delivering and creating value play in business success. In this final chapter we look at how to develop and implement a relationship strategy based on this approach to value. In addressing the subject we examine a number of issues. First, we discuss how relationships with multiple stakeholders create value, and describe two models – the relationship value management framework and the service profit chain – that can help a business understand just how relationships in key market domains contribute towards ...

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