The book develops the student's understanding of the nature, relevance and importance of creating and sustaining relationships as a strategic resource. It takes a managerial perspective to the study of relationships, from strategy to implementation. The first edition was the first text that comprehensively addressed relationships as a strategic issue, and considering relationships as strategic and as a basis for competition is central to this book. In a nutshell, strategic market relationships is the process of analyzing, formulating and implementing a relationship strategy for an organization.

About the Author

Bill Donaldson is Professor of Marketing at The Robert Gordon University and is responsible for research in Marketing within the Aberdeen Business School.

Tom O’Toole is Head of the School of Business at Waterford Institute of Technology. He lecturers in business strategy and marketing and supervises research in relationships.

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