Summary
Contents
Subject index
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
Relationship Marketing
Harley-Davidson, whose Harley Owners club has 200,000 members worldwide, has an insurance programme, travel agency, emergency roadside service, two magazines, member competitions and 750 local chapters.
In two years from launch, British Airways' worldwide executive club grew from 100,000 to 1.3 million members. Starting as a lounge at Heathrow ...
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