This title explores the growing concept of relationship marketing,
defined as the process of creating, maintaining, and enhancing strong,
value-laden relationships with customers and other stakeholders.
Relationship Marketing explores the concept in theory and practice for
use in the e-commerce era. The book offers an understanding of
relationship marketing as a business strategy within a framework that
integrates marketing, e-commerce, corporate communications, and
"Relationship Marketing: Dialogue and
Networks in the E-Commerce Era is based on ten years of consulting
experience and academic study. The unique contribution of this book is
the particular and careful emphasis on the understanding of human
trading relationships as central to relationship marketing.
Contemporary Relationship Marketing is explained as a business strategy
within a management framework that integrates marketing, e-commerce,
corporate communication, and knowledge management. A reconsideration of
relationship marketing in the light of recent innovative thinking and
the emerging new economy presents the other side of the coin -
communication as the mode of inter-action, and relationships as the
shared context for meaning-making. This book develops the management
framework for responsive and responsible communicative interaction in
an integrated corporate management system. The question of information
& communication technology (ICT) as enabler and facilitator of
Relationship Marketing is addressed, using a varied range of case
studies to illustrate developments in principle, policy, and practice.
This title is particularly relevant for students taking advanced
undergraduate, MBA and MSc courses on relationship marketing, marketing
management and service management.