The strategic emphasis in Relationship Marketing is as much on keeping customers as it is on getting them in the first place. The aim is to provide unique value in chosen markets, sustainable over time, which brings the customers back for more.
Relationship Marketing emphasizes quality, customer service and marketing and how these can be managed towards closing the `quality gap’ between what customers expect and what they get.

The authors explore the process of developing and implementing relationship strategies and in so doing, signal a radical shift in marketing practice involving first the co-ordination of external (customer) markets and second, collaboration within internal (staff) markets in order to get the marketing mix right. The book is intended for all marketing managers coming to terms with doing business in turbulent markets and facing up to strategic quality and customer services issues.

Well-presented comprehensive text, full of practical ideas, techniques and examples. Emphasis is as much on keeping customers as it is on getting them in the first place

TABLE OF CONTENTS

Preface
1 Relationship marketing
2 Developing a relationship strategy
3 Quality as a competitive strategy
4 Monitoring service quality performance
5 The transition to quality leadership
6 Managing relationship marketing

Case 1 Just another Cambridge hi-tech company?
Case 2 The shift to ’customer orientation’ in retail banking
Case 3 Involving senior managers in the quality improvement process at Johnson Matthey
Case 4 Achieving real culture change at Ilford
Case 5 From ’crisis’ to quality leadership at Rank Xerox
Index