This book introduces the reader to the principles of marketing management with the concept of relationship marketing integrated throughout. Preface: Introduction to Marketing Management: A Relationship Marketing Perspective, Foreword, Acknowledgements, The Role of Relationship Marketing in Business, A Marketing Orientation, Relationship Marketing: Managing Multiple Markets, Marketing Diagnostic Tools, The Customer Relationship Audit, Consumer Behaviour, Organizational Buyer Behaviour, Market Segmentation, Market Research, Customer Retention, Creating Customer Value Through the Expanded Marketing Mix, New Product Development and Product Policy, Managing Logistics and Channels, Pricing Strategy, Branding and Positioning, The Communications Mix, Customer Service and People and Services, Planning and Organizing for Relationship Marketing, Planning for Relationship Marketing, Organizing for Relationship Marketing, Managing Key Accounts, Meeting the Challenge Through Relationship Marketing, Relationship Marketing: Tapping the Power of Marketing, Index.