Relationship Management

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Relationship Management aims to create a partnership between the organization and its audience rather than consider the relationship merely transactional. Consumers who feel that a business responds to their needs are more likely to continue using the products and services that a business offers. Additionally, maintaining a level of communication with consumers allows the business to identify potential sources of costly problems before they come to head. One of the most important, yest most often overlooked or minimized, aspects of an outsourcing relationship is the relationship management model.

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Dr. Ashutosh (b. 1976) is working as Assistant Professor, Area Chairperson and Program Director-Marketing at Asia Pacific Institute of Management, New Delhi. He has completed master in Business Administration from Jai Narain Vyas University, Jodhpur in 2000 and obtained Ph.D in Business Administration from the same University in the year 2005. He is a member of All India Management Association (AIMA) in recognition of his contribution and commitment in addition to life member of All India Commerce Association (ICA0. He has vast teaching & research experience of 11 years while working with various leading Management Institutions at different positions. He has written dozens of research papers published in various National and International Journals and attended various seminars and presented his papers. He is the author of two books entitled “Business Risk Management” and “Salesmanship”. He has conducted MDP on “Self Development” for ONGC middle level managers, Ahmedabad and National Conference on Marketing at Asia Pacific Institute of Management, New Delhi. His research and teaching area include Sales & Distribution Management, Retailing, Branding and Integrated Marketing Communication. Dr. Pranav Saraswat is currently working as Assistant Professor & E-Cell coordinator at Asia Pacific Institute of Management, Institutional Area Jasola, New Delhi. He has completed Masters in Accounting and Business Statistics from Maharshi Dayanand Saraswati University, Ajmer in 2005 and obtained Ph.D in Accounting and Finance from the same university in the year 2009. In addition he also holds MBA in Finance and M.A from Rajasthan. He is SET qualified from Rajasthan. Dr. Saraswat is life member of Indian Commerce Association (ICA). He has rich teaching and research experience of seven years while working with various leading Management Institutions at different positions during this period. He is also the winner of BOLT award (Broad Outlook Learner Teacher) which is given by Rajasthan Patrika and Air India jointly. He has also attended various UGC recognized and sponsored FDP's. One of his case studies has been accepted by European case clearing house. He has written many research papers published in various National and International Journals and attended various seminars & symposium and presented his papers. Recently he is working on the book entitled “Management of Financial Market and Institutions: Theory & Practice.” Table of Contents Preface Introduction The changing focus of industrial relations and human resource management Relationship management and human resource management as a strategy Yield Management vs Relationship Marketing The changing Dynamics of relationship management in contemporary public relations practice Relationship Management in Information Technology and Business Process Outsourcing Tactical publicity or strategic relationship management? Brand relationship management-A New approach for the third millennium Connected customer centricity: customer relationship management in the digital age The relationship marketing approach and strategies in retailing management Vendor relationship management The supplier relationship management market trends Developing relationship marketing through the implementation of CRM technology Relationship Marketing Strategy Electronic Customer Relationship Management Bibliography Index