Managing Market Relationships

Managing Market Relationships explains what relationship marketing entails, how it is implemented, how it evolves, and how it is controlled. Building on research with colleagues, Adam Lindgreen argues that companies must add value - either through their products and services or through their relationships, networks, and interactions.

Contents: Introduction: Evolution of marketing practices; Research areas and principal research questions; Organization of this book; References. Research Approach: Ontology and epistemology - realism paradigm; Methodology and methods - theory-generating strategies, techniques, and procedures; Analysis of case studies; Analysis of case study reflecting an action-research approach; Analysis of survey - leadership styles; Ethical considerations; References. Understanding of Relationship Marketing: Value through goods, services, and relationships; Academic, business press, and middle-management discourses on value management; References. Implementation of Relationship Marketing: Market relationships; Transactional and transformational leadership styles; References. Evolution of Relationship Marketing: Market dynamism, market relationships, and market relationship evolution; Buyer-seller market exchange situations; References. Control of Relationship Marketing: A relationship management assessment tool; Best practices in relationship marketing; References. Conclusions: Theoretical contributions; Managerial implications; Limitations to the studies; Avenues for further research; Closing remarks; References. Appendix - Relationship management assessment tool; Index.