Interpretation of theoretical and practical perspectives on Relationship Marketing

State-of-the-art and recent developments

With practitioners' view from well-known firms

Preface.- A Basic Issues in Relationship Marketing.- 1 Relationship Marketing - Some Reflections on the State-of-the-Art of the Relational Concept.- 2 Customer Loyalty: Fata Morgana or Realistic Goal? Managing Relationships with Customers.- 3 Relationship Marketing at Volkswagen.- 4 Relationship Marketing at Loewe Opta.- B Strategic Options in Relationship Marketing.- 5 Patronage and Loyalty Strategies: Understanding the Behavioral and Attitudinal Outcomes of Customer Retention Programs.- 6 Closeness in Customer Relationships: Examining the Payback from Getting Closer to the Customer.- 7 Relationship Marketing Success Through Investments in Services.- 8 Relationship Marketing Success Through Investments in Customers.- 9 Relationship Marketing Success Through Investments in Products - The Case of BSH.- C Personnel as a Key to Relationship Marketing Success.- 10 The Importance of Internal Relationship Marketing for External Relationship Success.- 11 Internal Marketing and its Consequences for Complaint Handling Effectiveness.- 12 Gaining Customer Satisfaction Through the Empowerment of Service Personnel in Retailing Organizations.- D Information and Communication Technologies: The Heart of Relationship Marketing?.- 13 Using New Media for Customer Interaction: A Challenge for Relationship Marketing.- 14 Enterprise Customer Management: Integrating Corporate and Customer Information.- E International Dimensions of Relationship Marketing.- 15 Cultural Influences on Relationship Marketing.- 16 Internationalization of Encounter-Based Relationship Strategies.- F Relationship Marketing from a Services Marketing Perspective.- 17 Services Relationship Marketing: A Sector Case Study.- 18 Customer Relationship Marketing in the Airline Industry.- 19 The Close Connection BetweenRelationship Marketing and Marketing Research: The Globus Experience.- G The Pitfalls and Limitations in Relationship Marketing: Some Critical Issues.- 20 Relationship Marketing from a Consumer Policy Perspective.- 21 Why Customers Build Relationships with Companies - and Why not.- 22 The Three Rs of Relationship Marketing: Retroactive, Retrospective, Retrogressive.- 23 Lost in Relationship-Marketing Space: The Limitations of Relationship Marketing from the Perspective of the Consumer.- Brand / Company Index.- About the Contributors.