Relationship Marketing

The focus of marketing is shifting away from transactional marketing and toward relationship marketing. Companies are beginning to recognize the economic value of stable, long-term customer relationships based on a high degree of customer satisfaction, trust, commitment, and loyalty. The book provides a comprehensive overview of both fundamentals and important recent developments in this fast-growing field. It also presents examples of successful relationship marketing in practice.This book makes a landmark contribution in assembling some of the best contemporary thinking about relationship marketing illustrated with concrete descriptions of companies in the automobile industry, consumer electronics, public utilities and so on, which are implementing relationship marketing. I highly recommend this to all companies who want to see what their future success will require.Prof. Philip Kotler, Northwestern University, Illinois TOC:Basic Issues in Relationship Marketing.- Strategic Options in Relationship Marketing.- Personnel as a Key to Relationship Marketing Success.- Information and Communication Technologies: The Heart of Relationship Marketing?- International Dimensions of Relationship Marketing.- Relationship Marketing from a Services Marketing Perspective.- The Pitfalls and Limitations in Relationship Marketing: Some Critical Issues.The complete table of contents can be found on the Internet: http://www.springer.de