Relationship Marketing: Own the Market Through Strategic Customer Relationships

Written by the author of "The Regis Touch", this book looks at how to build the crucial relationship with customers, suppliers, partners and distributors - which help a company to dominate its market. Marketing can no longer be isolated from product development, manufacturing, finance and sales: the only successful companies are those which are willing and able to adapt their products and services to fit the needs of their customers. Effective marketers will forge a new relationship between the customer and the company, involving the customer closely in the decision-making processes at every stage in the development of goods and services. Advertising, promotion and market-share thinking are dead, says McKenna. The new relationships represents a fundamental shift in the role and purpose of marketing: from manipulation of the customer to genuine customer involvement; from "selling and telling" to communicating and trading knowledge; from sharing markets to creating new ones in collaboration with customers.