Chapter5 |
Relationship marketing: integratingquality, customer service andmarketing |
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 ...
Get Relationship Marketing now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
