Relationships Matter

The focus of marketing is shifting away from transactional marketing and toward relationship marketing. Companies are beginning to recognize the economic value of stable, long-term customer relationships based on a high degree of customer satisfaction, trust, commitment, and loyalty. The book provides a comprehensive overview of both fundamentals and important recent developments in this fast-growing field. It also presents examples of successful relationship marketing in practice. "This book makes a landmark contribution in assembling some of the best contemporary thinking about relationship marketing illustrated with concrete descriptions of companies in the automobile industry, consumer electronics, public utilities and so on, which are implementing relationship marketing. I highly recommend this to all companies who want to see what their future success will require." Prof. Philip Kotler, Northwestern University, Illinois

User Reviews about Relationship Marketing: Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention

This book presents a great review of writings on the subject of Relationship Marketing. It has been quite helpful for my Masters Thesis -- Great collection of writings

Scholarly, objective, well-written group of essays about loyalty by a number of writers on both sides of the Atlantic. Highly recommended. -- I loved this book