Marketing Management: A Relationship Marketing Perspective is an introduction to the principles of marketing management with a relationship perspective integrated throughout. Through the book contributors explore five key areas: * The Role of Relationship Marketing in Business* The Customer Retention Audit* Creating Customer Value Through the Expanded Marketing Mix* Planning and Organising for Relationship Marketing* Relationship Marketing in Action With insightful graphics, mini case studies and numerous real-world examples, Marketing Management is an ideal text for MBA students, postgraduates and professionals seeking a topical introduction to leading edge management and marketing thinking. Final year undergraduates of business will also benefit from this well-written, highly accessible text. SUPPORTING MATERIALSAn Instructor's Manual providing overhead masters and teaching notes supports the text.