3 Review(s)

Revising and updating is a wonderful opportunity to test the viability of one ’ s own ideas and to bring them to others. It is an obtrusive reminder that markets, customers, com panies, society and technology keep changing. Relationship marketing and customer relationship management have become accepted – and debated – parts of marketing. We still have a long way to go to separate unrealistic theory and research, advocacy, rhetoric and hype from what can lead to hands-on action in a true relationship spirit. As before, my effort to sort this out is expressed by the title of the book Relationship marketing