Relationship Marketing Re-Imagined

Preface

This book is about creating long lasting relationships with customers as opposed to one-night stands or one-off transactions.

The field of marketing is changing in a much more dramatic fashion than ever, and fields ranging from retailing to entertainment to education are being reformed in the new digital world order. Some of the long-standing marketing traditions are being challenged. For example, would you be doing your customers a favor if you give them deep discounts or even an option to pay what they want? Recent research findings suggest otherwise.

Amidst this influx of change, it has become increasingly important for firms to count on loyal customers for higher margins, steadier revenue streams, and positive word-of-mouth. However, ...