ABSTRACT

In advancing the management of market relationships, literature offers conceptualizations that define customer relationship management as a process, strategy, philosophy, capability, or technological tool, and each conceptualization 'contributes in unique ways to the understanding of this phenomenon.' This chapter considers the development of a relationship management assessment tool that can question, identify, and prioritize critical aspects of relationship marketing and management. It provides an assessment tool that makes relationship marketing a more tangible currency. The tool thus can structure a discussion about what relationship marketing, and its management, should do rather than what it consists of and, in the way, acknowledge its contribution to strategy and organizational performance. The chapter also presents the following ten relationship management elements: customer strategy, customer interaction strategy, brand strategy, value creation strategy, culture, people, organization, information technology, relationship management processes, and knowledge management and learning.