Relationship Marketing: Dialogue and Networks in the E-commerce Era

Relationship Marketing: Dialogue and Networks in the E-Commerce Era is based on ten years of consulting experience and academic study. The unique contribution of this book is the particular and careful emphasis on the understanding of human trading relationships as central to relationship marketing. Contemporary Relationship Marketing is explained as a business strategy within a management framework that integrates marketing, e-commerce, corporate communication, and knowledge management. A reconsideration of relationship marketing in the light of recent innovative thinking and the emerging new economy presents the other side of the coin - communication as the mode of inter-action, and relationships as the shared context for meaning-making. This book develops the management framework for responsive and responsible communicative interaction in an integrated corporate management system. The question of information & communication technology (ICT) as enabler and facilitator of Relationship Marketing is addressed, using a varied range of case studies to illustrate developments in principle, policy, and practice.Relationship Marketing: Dialogue and Networks in the E-Commerce Era is particularly relevant for students taking advanced undergraduate, MBA and MSc courses on relationship marketing, marketing management and service management. ‘A refreshingly critical review of relationship marketing which uses a wide range of theoretical underpinning to reinvigorate the subject.’ Adrian Palmer, Professor of Services Marketing, University of Gloucestershire