The focus of marketing is shifting away from transactional marketing and toward
relationship marketing. Companies are beginning to recognize the economic value
of stable, long-term customer relationships based on a high degree of customer
satisfaction, trust, commitment, and loyalty. The book provides a comprehensive
overview of both fundamentals and important recent developments in this fast-
growing field. It also presents examples of successful relationship marketing
in practice.This book makes a landmark contribution in assembling some of the
best contemporary thinking about relationship marketing illustrated with
concrete descriptions of companies in the automobile industry, consumer
electronics, public utilities and so on, which are implementing relationship
marketing. I highly recommend this to all companies who want to see what their
future success will require.Prof. Philip Kotler, Northwestern University,
Illinois
