Table of Contents

Introduction.
1. Criticisms of traditional marketing.
2. Characteristics of RM.
3. Drivers of RM.
4. Planning RM programmes.
5. Implementing RM programmes - strategy, structure and systems.
6. Implementing RM programmes - shared values, staff, skills and style.
7. Monitoring and controlling relationships.
8. Ethical Considerations in RM.
9. Key Account management.
10. Customer relationship management.
Case Study - Amazon - the world''s leading e-tailer.
Case Study - Tennyson Ltd.
Case Study - Parket, Downey and Jagger Solicitors.
Case Study - Energy Saving Trust.
Index.

Reviews

Introduction. 1. Criticisms of traditional marketing. 2. Characteristics of RM. 3. Drivers of RM. 4. Planning RM programmes. 5. Implementing RM programmes - strategy, structure and systems. 6. Implementing RM programmes - shared values, staff, skills and style. 7. Monitoring and controlling relationships. 8. Ethical Considerations in RM. 9. Key Account management. 10. Customer relationship management. Case Study - Amazon - the world's leading e-tailer. Case Study - Tennyson Ltd. Case Study - Parket, Downey and Jagger Solicitors. Case Study - Energy Saving Trust. Index.