Arranged in 6 sections, this title gives marketing practitioners and students critical examples of best practice from a variety of companies. Alongside 'Relationship Marketing: bringing quality, customer service and marketing together' and 'Relationship Marketing for Competitive Advantage: winning and keeping customers' this new title provides readers with insights into marketing in the 21st century.

Key Features

Major addition to relationship marketing literature Supports the relationship marketing titles that we already publish successfully Author team are amongst the UK's leading authorities in the sector


Marketing academics and students at masters or final year undergraduate level.

Table of Contents

Section 1 - Relationship Marketing - The Six Markets Framework; Section 2 - Customer Markets; The Nestle Buitoni Case Study; Carlton Electronics; Tesco Mini Case; Rover Cars: The Catalyst and Conquest '91; Direct Line; RSPB; Section 3 - Supplier/Alliance Markets; Supply Relationships at Trico; Cafe Direct; Global Canadian Metals Inc.; Section 4 - Ratners; Fisons; The Body Shop; Section 5 - Recruitment and Internal Markets; Club Med B; Nordstrom; Digital Equipment Corporation; Euro Disney: The First 100 Days; Section 6 - Integrating the Six Markets; Laura Ashley; British Airways.


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© 1999
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About the authors

Moira Clark

Moira Clark is Director of the CRM Research Forum at Cranfield School of Management, Cranfield University. She also serves as a consultant to a number of leading international companies. Her major area of research an consulting is in Customer Relationship Management, Relationship Marketing and the drivers of Customer Retention. Moira is a judge for the prestigious Unisys and Management Today Service Excellence awards. She is also a frequent keynote speaker at many public and in-company seminars and conferences around the world.

Adrian Payne

Dr Adrian Payne is Professor of Services & Relationship Marketing and Director of the Centre for CRM at Cranfield School of Management, UK. He is an author of ten books on Relationship Marketing, CRM and Marketing Strategy. He undertakes research, gives keynote presentations, runs workshops and consults globally in CRM, relationship marketing and customer retention strategies.

Martin Christopher

Dr Martin Christopher is Professor of Marketing and Logistics and Chairman of the Centre for Logistics and Supply Chain Management at at Cranfield School of Management, UK.