Relationship Marketing - Francis Buttle Supply-Chain Relationships - Gary Davies Principal-Agent Relationships - Neil Carruthers Business-to-Business Relationships - Peter Naude and Christopher Holland Internal Relationships - Javier F Reynoso and Brian Moores Retail Banking - John A Murphy Corporate Banking - Charles Schell Credit Cards - Steve Worthington Financial Advisors and Savings and Investment Products - Christine Ennew and Mary Hartley Airlines - David Gilbert Hospitality - Suzanne C Gilpin The Advertising Agency-Client Relationship - Paul Michell Relationship Marketing within the Not-for-Profit Sector - Tony Conway Where Do We Go Now in Relationship Marketing? - Francis Buttle
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Description
`The text provides a timely collection of useful articles with different examples of relationship marketing in practice, which should be appreciated by its target market of management students at the masters and undergraduate level, along with the industry practitioners who will find the multi-industry and organizational approach transferable to their own line of business' - International Journal of Hospitality Management `This book, written by a group of outstanding UK researchers, pinpoints the essence and scope of relationship marketing and vividly demonstrates its applicability in different industries. Relationship marketing is the marketing of the next millennium. Don't argue. Just read the book!' - Professor Evert Gummesson, Stockholm University