Chapter5

Relationship marketing: integratingquality, customer service andmarketing

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INTRODUCTION

Marketing is concerned with the exchange relationship between the organisation and its customers and, as we briefly discussed in Chapter 1, quality and customer service are key linkages in this relationship. The sub-title of the first edition of this book was Bringing quality, customer service and marketing together. But, ten years on – and with notable exceptions – many companies are still struggling to co-ordinate and control quality and service activities.

This chapter deals with the need for continuous collaboration in the firm and with marketing's ...

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