Relationship Marketing

Contents List of Figures Preface and acknowledgements The foundations of relationship marketing Theoretical foundation of relationship marketing Conceptualization of relationship marketing Analysis phase of relationship marketing Strategic focus of relationship marketing Relationship marketing in practice Implementation phase of relationship marketing The Control Phase of Relationship Marketing Multi-faceted characteristics of Relationship Marketing Future Outlook for Relationship Marketing

Reviewers comments: "This book represents a significant contribution to the literature and will be of benefit in particular to students who are studying relationship marketing from an academic perspective. The academic material is rigorous and superior to many other texts in this area". Chris Fill, Principal Lecturer in Marketing and Strategic Management, University of Portsmouth~"I've read the book and generally feel this is something I would like to use in my own postgraduate class teaching. I find the book to be very coherent and well managed in terms of breadth and depth of concepts presented and the way they have been blended to produce relevant managerial tools. The chapters are well ordered. The size and contents selection are highly appropriate for a postgraduate book." Sofia Daskou, Lecturer in Marketing, University of Strathclyde.~"The biggest advantages of the book are its detailed grounding in various theoretical approaches, its clear and consistent management approach and its very systematic structure. Much better than many other books about relationship marketing which seem to babble quite a bit about all kinds of related subjects but fail to present a comprehensive framework. Finally, a good sound book about relationship marketing." Wim G Biemans, University of Groningen ~"The concept of relationship marketing reflects a marked change in current thinking. As today's marketplace is enormously more complex than in the past, companies are seeking new approaches to develop customer-oriented strategies. Here, this authoritative exploration of key issues represents a "State of the Art" contribution to the literature and will benefit not only the academic field, but also practitioners who are involved with planning and executing relationship marketing strategies and activities." Dr. Thomas Middelhoff, CEO, Bertelsmann AG ~"Due to market changes such as globalization, technological advances and changing needs of consumers, companies are recognizing the