1. Relationship Marketing: A Broadened View of Marketing / Adrian Payne -- 2. Customer Retention: Does Employee Retention Hold a Key to Success? / Moira Clark and Adrian Payne -- 3. Achieving Long-Term Customer Loyalty: A Strategic Approach / Moira Clark and Adrian Payne -- 4. Internal Marketing: Myth versus Reality / Deborah Helman and Adrian Payne -- 5. Building Customer Relationships through Internal Marketing: A Review of an Emerging Field / Helen Peck -- 6. Internal Marketing: A New Perspective for HRM / Brett Collins and Adrian Payne -- 7. Key Account Management in Business-to-Business Markets / Tony Millman -- 8. Managing Customer Relationships for Profit / Kaj Storbacka, Tore Strandvik and Christian Gronroos -- 9. Managing Service Recovery / Colin G. Armistead, Graham Clark and Paula Stanley -- 10. Improving the Quality of Services Marketing: Service (Re)design is the Critical Link / David Ballantyne, Martin Christopher and Adrian Payne.