Customers are people with differing desires and needs. Yet, it may be argued that most individuals seek satisfaction from sustainable human relationships. They are committed to certain ethical standards and seek ways to enrich the individual’s possibilities in life, without infringing on the society that they live in. To win these people’s hearts, a relationship-based organisation needs to understand their present and future needs and desires and provide them with a mix of functional, utilitarian, technical and symbolic values.

Relationship Management for the Future (RMF) provides unique and powerful tools and a road map for understanding relationship creation, development and sustainability. This comprehensive and exclusive book blends the enduring wisdom of the past with the fresh thinking of the present and, in so doing, offers a vision of the relationships of the future. This multi­disciplinary work addresses a broad spectrum of total relationship management (TRM) strategies to create dynamic competitive organisations.

RMF provides a synthesis of research and practice to offer valuable new insights for the effective management of relationship-based organisations. The book is aimed at undergraduate, advanced students and scholars in business, marketing and management as well as professionals facing the challenges of the future.