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Relationship Marketing by David Ballantyne, Adrian Payne, Martin Christopher

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Introduction

It is over ten years since Relationship Marketing: Bringing quality, customer service, and marketing together, on which this book is based, was published. During that time there has been an astonishing growth of interest in the theory and practice of relationship marketing. It is hard to believe that ten years ago many people thought it was just another fashion and that the marketing world would soon forsake it and move on to something new.

It is now widely accepted that the real purpose of a business is to create and sustain mutually beneficial relationships, especially with selected customers. Equally widely accepted is the view that the cement that binds successful relationships is the two-way flow of value – that is, the customer ...

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