Relationship Marketing Management

Relationship Marketing is growing in popularity as a significant component of Services Marketing courses and as a subject in its own right. 

Relationship Marketing Management aims to summarise existing work on Relationship Marketing (RM) and to examine the practical application of these concepts. 

These aims are achieved not only by the inclusion of case studies and illustrative examples, but also by devoting four chapters to the planning, implementation and monitoring of RM programmes.

Relationship Marketing Management presents a coherent overview of the theory as well as exploring the practicalities of RM. Aimed, mainly, at postgraduates and senior level undergraduates, the academic content of the book is supported by an extensive review of current literature in respected journals and is presented in a form that is accessible to the students.

Features:

- Insightful and detailed case studies of small to medium size companies as well as larger multinationals including British Airways, Amazon, First Direct and ASDA among others

- Learning objectives for each chapter Dedicated chapters on the planning, implementation and monitoring of Relationship Marketing programmes

- A whole chapter devoted to the business-to-business sector and key account management

- Essential and up to date further reading references