Description
`This book, written by a group of outstanding UK researchers, pinpoints the essence and scope of relationship marketing and vividly demonstrates its applicability in different industries. Relationship marketing is the marketing of the next millennium. Don’t argue. Just read the book!’ – Evert Gummesson, Stockholm University By examining the relationship between theory and practice, Relationship Marketing appears at an important stage in the development of relationship marketing. The opening chapter examines relationship marketing (RM) theory, reviews a number of RM definitions and reports on the economic arguments in favour of RM. It describes the nature and scope of marketing relationships, picking out characteristics such as concern for the welfare of customers, trust and commitment between partners, and the importance of customer service. Finally, it identifies a number of requirements for successful RM. The next 12 chapters describe, analyze and critique RM practice in a number of organizational settings (supply-chain relationships, principal-agent relationships, business-to-business relationships, intra-organizational relationships) and industries (hospitality, air travel, retail banking, corporate banking, credit cards, financial advisory services, advertising agencies, not-for-profit organizations). The final chapter reflects on the relationships between theory and practice. Relationship Marketing – Francis Buttle Supply-Chain Relationships – Gary Davies Principal-Agent Relationships – Neil Carruthers Business-to-Business Relationships – Peter Naude and Christopher Holland Internal Relationships – Javier F Reynoso and Brian Moores Retail Banking – John A Murphy Corporate Banking – Charles Schell Credit Cards – Steve Worthington Financial Advisors and Savings and Investment Products – Christine Ennew and Mary Hartley Airlines – David Gilbert Hospitality – Suzanne C Gilpin The Advertising Agency-Client Relationship – Paul Michell Relationship Marketing within the Not-for-Profit Sector – Tony Conway Where Do We Go Now in Relationship Marketing? – Francis Buttle
