This book provides a comprehensive introduction to the key theoretical
concepts and models of relationship marketing.
Drawing on existing literature and current thinking, Relationship Marketing explores the
different perspectives on the subject and presents them in relation to a range of
practical contexts, including the public sector, arts, professional services and virtual
communities as well as the more traditional domains of marketing.
Tracy Harwood, Senior Research Fellow and National Teacher Fellow within the
Institute of Creative Technologies at De Montfort University
Tony Garry, is a Senior Lecturer in the Department of Marketing at De Montfort
University
Anne Broderick, is a Principal Lecturer in the Department of Marketing at De
Montfort University
Preface
About the authors
Acknowledgements
Section 1: Perspectives and Dimensions of Relationship Marketing
1. Introduction to Relationship Marketing
2. Defining Relationship Marketing
3. An overview of Industrial Marketing and Supply Relationships
4. Services Marketing and Relational Perspectives
5. Interpersonal Relationships and Trust Mid section review: Critical Focus on
Relationship Marketing
6. Mobilising Information in Relationships
7. Relationship Development with Emerging Technologies
8. Customer generated media, Social Networks and Relationship Development
Section 2: Contexts for Relationship Development
Introduction to Contexts
Current Challenges in relationship marketing and decision-making
Context 1 : Professional Services (b2b) Whitesides LLP and the Corporate Legal Services
Market
Context 2 : Travel Services (b2c) Travelsphere and customer retention in a competitive
market
Context 3: Sports Management (b2c) Leicester Tigers Rugby club building loyalty
Context 4 : Professional Supply relationship (b2b) A Supply Relationship Between an
Organisation and its Advertising Agencies Emerging trends that impact on relationship
strength and loyalty
Context 5 : Utility services (b2c) British Gas Residential and the Impact of Consumer
Power
Context 6 : Virtual services (c2c) Customer Roles and brand relationships in the Mini
online brand community
Context 7 : Non-profit context (c2c) The Influence of Social Networking on loyalty ? Race
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264 pages, Paperback
