Relationship Marketing  (Paperback)

The author presents a critical overview of the subject to enable students to engage with issues, and discuss and debate points raised in the text. A wealth of case studies are included throughout allowing students to see how the theory may be transferred through to practice for example BMW Mini, Guiness and Metro.

The text begins by looking at how and why relationship marketing originated, before exploring issues surrounding customer relationships. Consideration is given to topics such as customer satisfaction, retaining customers, customer loyalty, and customer relationship management. Part three discusses different types of relationships, such as e-relationships and supplier relationships, as well as considering both internal and external relationships. The text concludes with a section on the implications, both for organisations and for the future.

Online Resource Centre
For lecturers: Answers to case and discussion questions PowerPoint slides

Key Features
* Provides a comprehensive treatment of relationship marketing enabling students to gain a detailed understanding of the theories and how these transfer to practice.
* Covers both relationship marketing and customer relationship management, providing students with a holistic appreciation of how the two subjects are interrelated.
* Considers how and why relationship marketing might work, as well as exploring instances where it may be less appropriate, ensuring a deeper insight into the subject.

Table of Contents

* Part One: Identification - origins and extent of relationship marketing
* 1: Background and Theory
* Part Two: Investigation and interpretation - customer relationships
* 2: The Nature of Relationships
* 3: Customer Satisfaction and Retention
* 4: Involving the Customer
* 5: Customer Relationship Management (CRM)
* Part Three: Investigation and interpretation - other relationships
* 6: Electronic Relationships
* 7: External Relationships
* 8: Supplier Relationships
* 9: Internal Relationships
* Part Four: Implications - for organisations and the future
* 10: Management of Relationships
* 11: The Future of Relationship Marketing