Karen Cooley and Kirsty McEwan
Gower
Hardback
176
2004
Affinity marketing is a key method by which providers of products and services seek to distinguish what they are offering from their competitors and to gain advantage in specific market sectors. Profitable affinity marketing depends on a successful relationship between the supplier and the affinity group with whom they are working. Bob Hand's book focuses on the process that affinity groups use to understand their customers or group members to identify what kinds of products or services will reinforce the affinity between the organization and the group and to match up with suppliers who share some of the values of the group and will offer products or services that meet the needs and aspirations of the group.How to Create Value from Affinity Partnerships is a must-have read for affinity groups seeking to add value to the relationship they have with their group. It is also a blueprint for service and product suppliers who need to understand this process if they are to find and work profitably with a group.
Gower
Hardback
176
2004
Affinity marketing is a key method by which providers of products and services seek to distinguish what they are offering from their competitors and to gain advantage in specific market sectors. Profitable affinity marketing depends on a successful relationship between the supplier and the affinity group with whom they are working. Bob Hand's book focuses on the process that affinity groups use to understand their customers or group members to identify what kinds of products or services will reinforce the affinity between the organization and the group and to match up with suppliers who share some of the values of the group and will offer products or services that meet the needs and aspirations of the group.How to Create Value from Affinity Partnerships is a must-have read for affinity groups seeking to add value to the relationship they have with their group. It is also a blueprint for service and product suppliers who need to understand this process if they are to find and work profitably with a group.