ABSTRACT
In this chapter, the purpose and outline of the book are presented, and the concepts of
relationship marketing (RM), customer relationship management (CRM) and one-to-one
marketing (1to1) are introduced. Certain basics of marketing are treated, together with
the significance of common sense, the ability to see marketing from different perspectives
– through the ‘relationship eye-glasses’ – and to adjust to a paradigm shift in marketing.
