Relationship Marketing: Theory and Practice

Relationship Marketing examines the theory and practice of relationship marketing (the development of mutually beneficial long-term relationships between suppliers and customers), at a time when the focus of marketing is changing from it′s traditional, short-term, transaction focus.

The contributors review relationship marketing definitions and examine the characteristics which prolong customer longevity, such as trust, commitment and good customer service.

The text moves on to describe, analyze and critique relationship marketing practice in a number of organizational settings such as supply-chain relationships, business-to-business relationships and industries including:

{ hospitality

{ retail banking

{ advertising agencies and

{ non-profit-making organizations