RELATIONSHIP MARKETING MANAGEMENT

Introduction. 1. Criticisms of traditional marketing. 2. Characteristics of RM. 3. Drivers of RM. 4. Planning RM programmes. 5. Implementing RM programmes - strategy, structure and systems. 6. Implementing RM programmes - shared values, staff, skills and style. 7. Monitoring and controlling relationships. 8. Ethical Considerations in RM. 9. Key Account management. 10. Customer relationship management. Case Study - Amazon - the world"s leading e-tailer. Case Study - Tennyson Ltd. Case Study - Parket, Downey and Jagger Solicitors. Case Study - Energy Saving Trust. Index.