May 1, 2024
3 minute read
Relationship marketing is a business strategy that focuses on building and maintaining long-term relationships with customers. It emphasizes customer satisfaction, loyalty, and repeat business. Unlike traditional marketing strategies that focus on short-term transactions, relationship marketing aims to create lasting connections with customers, fostering a mutually beneficial partnership.
Building Relationships with Customers
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Find a path to becoming a Relationship Marketing. Learn more at:
OpenCourser.com/topic/8xlrno/relationship
Reading list
We've selected 11 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Relationship Marketing.
Provides a comprehensive overview of relationship marketing, covering topics such as customer segmentation, personalized communication, and customer loyalty programs. It is written by Francis Buttle, a leading expert in relationship marketing.
Provides a comprehensive overview of customer relationship management. It is written by Christian Homburg and Harpreet Singh, two leading experts in customer relationship management.
Provides a comprehensive overview of customer relationship management (CRM), including discussions of CRM technologies and strategies. It is written by Francis Buttle and Stephen Sparks, two leading experts in CRM.
Provides a comprehensive overview of marketing management. It is written by Philip Kotler and Kevin Lane Keller, two of the most influential marketing scholars of all time.
Provides a theoretical framework for understanding relationship marketing. It is written by Jagdish Sheth and Atul Parvatiyar, two leading scholars in marketing.
Provides a comprehensive overview of marketing research. It is written by Naresh Malhotra and David Birks, two leading experts in marketing research.
Provides a strategic overview of customer relationship management. It is written by Peter Drucker, one of the most influential management thinkers of all time.
Provides a practical guide to building customer relationships. It is written by Don Peppers and Martha Rogers, two leading experts in relationship marketing.
Provides a comprehensive overview of customer-centricity. It is written by Peter Fader, Bruce Hardie, and Katherine Lemon, three leading scholars in marketing.
Provides a comprehensive overview of service loyalty. It is written by Leonard Berry, a leading expert in service loyalty.
Provides a comprehensive overview of customer loyalty. It is written by Frederick Reichheld, a leading expert in customer loyalty.
For more information about how these books relate to this course, visit:
OpenCourser.com/topic/8xlrno/relationship
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