Marketing management : a relationship approach

Abstract

As the world is becoming a flat playing field, there is also an increasing need in different industry supply chains for creating relationships between the involved companies in the industry value chains. This has important implications for the way that we look at the marketing discipline in the individual firm.The consequence is that the development of marketing theory and practice is undergoing a paradigm shift from a transactional to a relationship orientation.As many companies are still relying on the traditional marketing approach,this book will bridge the gap between relationship marketing (RM) and traditional (transactional) marketing (TM). In the traditional transactional approach, marketing management is about planning, coordinating and controlling marketing activities that are aimed at satisfying customer needs and desires – and receiving money from sales