Relationship Marketing

by Mark Godson

Overview

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

Product Details

ISBN-13:	9780199211562
Publisher:	Oxford University Press
Publication date:	04/27/2009
Edition description:	New Edition
Pages:	374
Product dimensions:	7.30(w) x 9.50(h) x 0.70(d)

Table of Contents

Part One: Identification - origins and extent of relationship marketing1. Background and TheoryPart Two: Investigation and interpretation - customer relationships2. The Nature of Relationships3. Customer Satisfaction and Retention4. Involving the Customer5. Customer Relationship Management (CRM)Part Three: Investigation and interpretation - other relationships6. Electronic Relationships7. External Relationships8. Supplier Relationships9. Internal RelationshipsPart Four: Implications - for organisations and the future10. Management of Relationships11. The Future of Relationship Marketing