Managing Market Relationships: Methodological and Empirical Insights

Managing Market Relationships explains what relationship marketing entails, how it is implemented, how it evolves, and how it is controlled. Readers are introduced to the buyer-seller market exchange model that recognizes the importance of relationship marketing but argues that it should co-exist with traditional marketing. To avoid the one-size-fits-all approach to relationships, that so often leads to the premature death of managers' efforts, a relationship management assessment tool is provided that helps companies to question, identify, and prioritize critical aspects of relationship marketing.

About the Author

Dr. Adam Lindgreen is Professor of strategic marketing at Hull University Business School, U.K. After graduating in engineering, chemistry, and physics, Dr. Lindgreen first finished an MSc in food science and technology at the Technical University of Denmark and is now a European Engineer (Eurlng); he then finished an MBA at Leicester University. In 2000, he received his Ph.D. at Cranfield University. As Assistant Professor with the Catholic University of Louvain, he represented the university in the Community of European Management Schools' inter-faculty group 'Marketing'. He was also Assistant Professor at Eindhoven University of Technology and a research fellow with the Eindhoven Centre for Innovation Studies. Since 2007, Dr. Lindgreen has been Professor of strategic marketing at the Hull University Business School. He has published widely, and his awards include Industrial Marketing Management's Outstanding Article 2005. His research interests include business and industrial marketing management, consumer behaviour, experiential marketing, and corporate social responsibility.