1. Relationship marketing / Francis Buttle -- 2. Supply-chain relationships / Gary Davies -- 3. Principal - agent relationships / Neil Carruthers -- 4. Business-to-business relationships / Peter Naude and Christopher Holland -- 5. Internal relationships / Javier F. Reynoso and Brian Moores -- 6. Retail banking / John A. Murphy -- 7. Corporate banking / Charles Schell -- 8. Credit cards / Steve Worthington -- 9. Financial advisers and savings and investment products / Christine Ennew and Mary Hartley -- 10. Airlines / David Gilbert -- 11. Hospitality / Suzanne C. Gilpin -- 12. The advertising agency - client relationship / Paul Michell -- 13. Relationship marketing within the not-for-profit sector / Tony Conway -- 14. Where do we go now in relationship marketing? / Francis Buttle.