The newly emerging area of relationship marketing has become a major focal point for leading-edge practitioners in their search for sustainable competitive adva

Relationship Marketing provides a comprehensive overview of the fundamentals and important recent developments in this fast-growing field. "This book makes a la

Relationship management (RM) is an essential part of business, but its success as a business model can be hard to measure, with some firms embracing a model tha

Arranged in 6 sections, this title gives marketing practitioners and students critical examples of best practice from a variety of companies. Alongside 'Relatio

Business Models for Transforming Customer Relationships What if there were a way to turn occasional, sporadic transactions with customers into long-term, contin