Managing Market Relationships : Methodological and Empirical Insights

Managing Market Relationships explains what relationship marketing entails, how it is implemented, how it evolves, and how it is controlled.Readers are introduced to the buyer-seller market exchange model that recognizes the importance of relationship marketing but argues that it should co-exist with traditional marketing. To avoid the one-size-fits-all approach to relationships, that so often leads to the premature death of managers' efforts, a relationship management assessment tool is provided that helps companies to question, identify, and prioritize critical aspects of relationship marketing.