Relationship Marketing has been written in a highly accessible way
to ensure clear understanding and ignite the reader's interest. 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
organizations and for the future.
Online Resource Center
For lecturers:
Answers to case and discussion questions
PowerPoint slides
For students:
Internet exercises
Web links
Extra case material
Flashcard glossary
General
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