Relationship marketing / Mark Godson.

Enhanced descriptions from Syndetics:

Relationship Marketing has been written in a highly accessible way to ensure clear understanding and ignite the reader's interest. The author presents a critical overview of the subject to enable students to engage with issues, and discuss and debate points raised in the text. A wealth of case studies are included throughout allowing students to see how the theory may be transferred through to practice for example BMW Mini, Guinness and Metro. The text begins by looking at how and why relationship marketing originated, before exploring issues surrounding customer relationships. Consideration is given to topics such as customer satisfaction, retaining customers, customer loyalty, and customer relationship management. Part three discusses different types of relationships, such as e-relationships and supplier relationships, as well as considering both internal and external relationships. The text concludes with a section on the implications, both for organizations and for the future. Online Resource CentreFor lecturers: Answers to case and discussion questionsPowerPoint slidesFor students: Internet exercisesWeb linksExtra case materialFlashcard glossary

Table of contents provided by Syndetics

• Part 1 Identification-Origins and Extent of Relationship Marketing
• 1 Background and Theory (p. 3)
• Introduction-the Scope of Relationship Marketing (p. 4)
• Can Relationships and Marketing be put Together? (p. 7)
• The Rise of Traditional Marketing Theory (p. 7)
• Doubts Cast on Traditional Marketing Theory (p. 9)
• The Rise of Relationship Marketing (p. 16)
• Theories of Relationship Marketing (p. 21)
• Criticisms of Relationship Marketing (p. 28)
• Chapter Summary (p. 30)
• Part 2 Investigation and Interpretation-Customer Relationships
• 2 The Nature of Relationships (p. 37)
• Introduction (p. 38)
• Defining Customer Relationships (p. 40)
• Meeting Customer Requirements More Closely (p. 43)
• Trust and Belonging (p. 48)
• Business Networks (p. 53)
• The Personal Touch (p. 56)
• Is Relationship Marketing Suitable for All? (p. 63)
• Chapter Summary (p. 64)
• 3 The Significance of Customer Retention (p. 69)
• Introduction (p. 70)
• The Value of Customer Retention (p. 72)
• The Importance of Winning New Customers (p. 79)
• The Link Between Customer Satisfaction and Customer Retention (p. 81)
• The Role of Customer Care and Service Quality (p. 85)
• Managing Customer Retention and Defection (p. 88)
• Chapter Summary (p. 95)
• 4 Customer Loyalty and Involvement (p. 99)
• Introduction (p. 100)
• A Word About Loyalty (p. 102)
• The Ladder Of Loyalty (p. 106)
• Measuring Loyalty (p. 109)
• Categorizing Customer Loyalty (p. 111)
• Loyalty Schemes (p. 115)
• Permission Marketing (p. 125)
• Involving the Customer as a Member (p. 126)
• Involving the Customer at an Emotional Level (p. 128)
• Chapter Summary (p. 129)
• 5 Customer Relationship Management (CRM) (p. 135)
• Introduction (p. 136)
• What is CRM? (p. 139)
• Levels of CRM (p. 142)
• Information Technology and CRM (p. 145)
• Using Information and Knowledge about Customers (p. 148)
• Data Protection (p. 156)
• Implementation Issues (p. 158)
• Chapter Summary (p. 161)
• Part 3 Investigation and Interpretation-Other Relationships
• 6 Electronic Relationships (p. 169)
• Introduction (p. 170)
• Implications of e-Commerce for Relationships (p. 172)
• The Nature of e-Relationships (p. 176)
• The Move to Online Shopping (p. 185)
• Developing Trust Online (p. 190)
• Managing Online Relationships (p. 192)
• Chapter Summary (p. 197)
• 7 External Relationships (p. 202)
• Introduction (p. 203)
• A Note about Stakeholders (p. 205)
• Relationships with Governments (p. 207)
• Relationships with Other Authorities (p. 211)
• Relationships with Lenders and Financial Bodies (p. 212)
• Relationships with Pressure Groups and Publics (p. 216)
• Relationships with the Mass Media (p. 225)
• Alliance/Partner Relationships (p. 227)
• Chapter Summary (p. 231)
• 8 Supplier Relations (p. 236)
• Introduction (p. 237)
• Supply Networks (p. 250)
• Supply Chains and Distribution Channels (p. 253)
• Applying Supplier Relationships (p. 256)
• Chapter Summary (p. 261)
• 9 Internal Relationships (p. 267)
• Introduction (p. 268)
• The Scope of Internal Marketing (p. 271)
• The Concept of the Internal Customer (p. 273)
• Impact of Employees on External Customers (p. 282)
• Managing Internal Marketing Relationships (p. 293)
• Chapter Summary (p. 295)
• Part 4 Implications-For Organizations and the Future
• 10 The Management of Relationships (p. 303)
• Introduction (p. 304)
• Evaluation-To What Extent is a Relationship Strategy Appropriate? (p. 304)
• Choice of Relationships (p. 310)
• Structures and Systems for Relationship Marketing (p. 318)
• Implementing Relationship Marketing (p. 322)
• Monitoring and Control of Relationships (p. 324)
• Chapter Summary (p. 328)
• 11 The Future of Relationship Marketing (p. 333)
• Introduction (p. 334)
• The Significance of New Technology (p. 334)
• Developing an Integrated Customer Approach (p. 338)
• Implications for Marketers (p. 345)
• Customers will be the Driving Force (p. 346)
• Relationship Marketing-A Paradigm Shift? (p. 349)
• Chapter Summary (p. 349)
• Index (p. 355)

Author notes provided by Syndetics