Introduction

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book takes a global look at the relationship marketing phenomenon by examining some research areas, each of which is introduced next. It examines the relationship between changing environmental factors and the evolving appropriateness of relationship marketing strategies; identifies the changes over time in the form and intensity of relationships. The book also examines how companies manage the evolution of relationship marketing activities. It addresses what identifies best practices in relationship marketing and what is the role of senior management and other staff in relationship marketing. The book considers the ontology, epistemology, and methodology of the research, because the resulting combination of the aspects has important implications for how and why the research is carried out. It also considers the main limitations and suggests avenues for further research.