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The role of relationship marketing in business has become as significant as maintaining good relationships with various sections of society, especially customers, and is important for achieving organisational objectives. This book encapsulates all the essential aspects of relationship marketing in an easy-to-understand manner. This second edition has been thoroughly revised and incorporates topics based on emerging concepts in marketing and technology, including the relationship parameter in brand identity, the service recovery paradox, the adversity quotient of relationship managers, the impact of social networking on customer relations, and the applications of cloud and mobile computing in the practice of relationship marketing. This new edition includes contemporary case studies - Toyota logo; removing pain points: how Coco-Colas low-cost solar cooler is helping Coke spread its wing in villages; and mobile computing in insurance u that provide a practical orientation to the text and help students to understand concepts in a real-world situation. Intended as a textbook for the postgraduate students of management, the book will also be useful for relationship managers, executives, and sales and marketing professionals.