Relationship Marketing

Although relationship marketing is well documented, there still lacks a comprehensive, unifying principle with which to approach the subject. Relationship Marketing: Management of Customer Relationships examines current debates to develop both a theoretical and conceptual approach to the topic. Exploring the subject as a management methodology, the text analyses the discussions occurring at the leading edge of relationship marketing theory, including the first English translation of German research in the area. Key Features:

• Extensive coverage ot the current thinking on relationship marketing
• Examines relationship marketing as a science whilst also covering the practical aspects of implementation
• Contains many European and American examples of relationship marketing in practice
• Clear management approach and systematic structure

1. The foundations of relationship marketing
2. The theoretical foundation of relationship marketing
3. The conceptualisation of relationship marketing
4. The analysis phase of relationship marketing
5. The strategic focus of relationship marketing
6. Relationship marketing in practice
7. The implementation phase of relationship marketing
8. The control phase of relationship marketing
9. Multi-faceted characteristics of relationship marketing
10. The future outlook for relationship marketing