Table of Contents

Building blocks of Customer Relationship Marketing; The nature of Relationship Marketing (RM) and Customer Relationship Management (CRM); Building relationships; Service issues in RM and CRM; The markets of CRM; Internal marketing; One-to-one marketing and mass customisation; Business-to-business (B2B) marketing; Stakeholders in Relationship Marketing; The management of CRM; Planning a CRM strategy; Implementing CRM in an organisation; Technologies and metrics in CRM.

About the Author

Adele Berndt is Associate Professor in the Department of Marketing and Logistics at Africa Jonkoping International Business School, in Jonkoping, Sweden. Some of her research topics include retail efficiency, environmental concerns and other service-related topics. She has contributed to academic books on relationship marketing and various marketing texts. Madele Tait is Professor and Head of the Department of Marketing Management at Nelson Mandela Metropolitan University. Her fields of research expertise are marketing management, services marketing and relationship marketing. She is the editor and co-editor of and contributor to a number of textbooks.