Relationship Marketing
The Chartered Institute of Marketing/Butterworth-Heinemann Marketing
Series is the most comprehensive, widely used and important collection of
books in marketing and sales currently available worldwide.
As the CIM’s official publisher, Butterworth-Heinemann develops, pro-
duces and publishes the complete series in association with the CIM. We
aim to provide definitive marketing books for students and practitioners
that promote excellence in marketing education and practice.
The series titles are written by CIM senior examiners and leading market-
ing educators for professionals, students and those studying the CIM’s
Certificate, Advanced Certificate and Postgraduate Diploma courses. Now
firmly established, these titles provide practical study support to CIM and
other marketing students and to practitioners at all levels.
Formed in 1911, The Chartered Institute of Marketing is now the largest
professional marketing management body in the world with over 60,
members located worldwide. Its primary objectives are focused on the
development of awareness and understanding of marketing throughout
UK industry and commerce and in the raising of standards of profession-
alism in the education, training and practice of this key business discipline.