Description:

The role of relationship marketing in the current business scenario has become significant as maintaining good relationships with various sections of society, especially the customers, is important for achieving organisational objectives.

The book encapsulates all the essential aspects of relationship marketing in an easy-to-understand manner. It has been thoroughly revised and enlarged in the Second Edition and incorporates topics based on emerging concepts of marketing and technology, including relationship parameter in brand identity, service recovery paradox, adversity quotient of relationship managers, impact of social networking on customer relations, as well as applications of cloud and mobile computing in the practice of relationship marketing.

Inclusion of new and contemporary case studies from industries