ABSTRACT
This conclusion presents some closing thoughts on the key concepts discussed in the preceding chapters of this book. The book examines the understanding, implementation, evolution, and control of relationship marketing. It offers a better understanding of relationship marketing, as well as how it is implemented, how it evolves, and how it is controlled. The book addresses the various limitations to the development of the relationship management assessment tool by replicating the study in different organizational contexts and developing the linkages among strategy development, implementation, and performance measurement. It examines the findings pertaining to marketing eras over a broader range of industries, such as through longitudinal case studies of single companies, multiple case studies of companies, or historical analyses of marketing practice within industries. The book suggests that value is created through two ways: goods and services on the one hand and relationships on the other hand.
