Introduction.- PART ONE: THE ROLE OF RELATIONSHIP MARKETING IN BUSINESS A Market Orientation; M.Meldrum.- Relationship Marketing: Managing Multiple Markets; A.Payne.- Marketing Diagnostic Tools; R.Palmer.- PART TWO: THE CUSTOMER RELATIONSHIP AUDIT Consumer Buyer Behaviour; S.Baker.- Organisational Buyer Behaviour; S.Knox.- Market Segmentation; M.McDonald.- Market Research; S.Baker.- Customer Retention; A.Payne.- PART THREE: CREATING CUSTOMER VALUE THROUGH THE EXPANDED MARKETING MIX New Product Development and Product Policy; R.Palmer.- Managing Logistics and Channels; M.Christopher.- Pricing Strategy; M.Christopher.- The Marketing Communications Mix; H.Mitchell.- Branding and Positioning; S.Knox.- Customer Service, People and Processes; M.Clark.- PART FOUR: PLANNING AND ORGANIZING FOR RELATIONSHIP MARKETING Planning for Relationship Marketing; L.Ryals.- Organizing for Relationship Marketing; L.Ryals.- Managing Key Accounts; M.McDonald.- PART FIVE: MEETING THE CHALLENGE THROUGH RELATIONSHIP MARKETING Relationship Marketing: Tapping the Power of Marketing; M. Christopher.