Essentials of Marketing

11 Services, Relationship, and Internal Marketing

DOI: 10.4324/9781003170891-15

LEARNING OBJECTIVES

• ‣ To explore the benefits of relationship marketing to organisations and customers
• ‣ To identify the types and dimensions of relationships important to marketers
• ‣ To analyse the characteristics of services and their influence
• ‣ To critique the importance of marketing to the organisation’s internal stakeholders

Introduction

In this chapter, we will explore the concept of relationship marketing to understand the mutual benefits which it brings to organisations and their stakeholders, and the marketing of services. To do this, we examine the constituents and characteristics of relationships and services and consider how customers derive value ...