Relationship Marketing: Management of Customer Relationships examines current debates to develop both a theoretical and conceptual approach to the topic.  Exploring the subject as a management methodology, the text analyses the discussions occurring at the leading edge of relationship marketing theory, including the first English translation of German research in the area.

Key Features:

• Extensive coverage of the current thinking on relationship marketing
• Examines relationship marketing as a science whilst also covering the practical aspects of implementation
• Contains many European and American examples of relationship marketing in practice.
• Clear management approach and systematic structure