Marketing Strategy and Competitive Positioning pdf ebook

Emerald Publishing Limited: Coyles, S. and Gokey, 
T.C. (2005), ‘Customer retention is not enough’, Jour-
nal of Consumer Marketing, 22 (2), 101–5; 361 ROLLS-
ROYCE PLC: ROLLS-ROYCE PLC Slogan; 362 
Westburn Publishers Ltd: Piercy, N.F., Cravens, D.W. 
and Lane, N. (2010a), ‘Marketing out of the recession: 
Recovery is coming, but things will never be the same 
again’, Marketing Review, 10(1), 3–23; 362 Elsevier: 
Piercy, N.F. (2009d), ‘Ryanair: The master of non-
service strategy’, in N.F. Piercy, Market-Led Strategic 
Change: Transforming the Process of Going to Mar-
ket, 4th edn, Oxford: Butterworth-Heinemann, pp. 
46–48; 362 Ryanair DAC: Ryanair’s slogan; 362 The 
Financial Times Limited: Mitchell, A. (2008) If you 
want to be loved, just do it right, Financial Times, 
March 27, p. 16. © The Financial Times Limited 2019. 
All Rights Reserved; 363 John Wiley & Sons: Price, B. 
and Jaffe, D. (2008), The Best Service Is No Service: 
How to Liberate Your Customers From Customer Ser-
vice, Keep them Happy and Control Costs, San Fran-
cisco, CA: Jossey Bass; 365 Elsevier: (Figure 13.4) 
Payne, A., Christopher, M., Clark, M. and Peck, H. 
(1995), Relationship Marketing for Competitive 
Advantage, Oxford: Butterworth-Heinemann; 369 
Penguin Random House: Kawasaki, G. (2012), 
Enchantment: The Art of Changing Hearts, Minds and 
Actions – How to Woo, Influence and Persuade, 
London: Portfolio/Penguin; 369 Harvard Business Pub-
lishing: Dixon, M., Freeman, K. and Toman, N. (2010), 
‘STOP trying to delight your customers’, Harvard 
Business Review, July–August, 116–22; 369 The Finan-
cial Times Limited: Skapinker, M. (2003) Awkward 
customers, Financial Times, February 12, p. 12. © The 
Financial Times Limited 2019. All Rights Reserved;