Marketing consultant Marconi continues his survey of various approaches to the profession by describing a method of generating awareness, distinction, affinity, and a potentially lasting relationship with members of specific target customers who have shown a willingness to identify themselves with particular, often emotionally charged subjects. Annotation c. Book News, Inc., Portland, OR

Building Strategic Relationships shows how successful alliances are launched, developed, and concluded. The authors draw from more than 200 interviews and 75 case studies of varied partnerships to provide perspective, guidance, and detailed case examples that will help progressive partners achieve their goals in all phases of partnership.

Wilson has written a head-turning book on how the sales process has changed and prescribes a new route to sales success. Sales people now have to become partners with their customers. While customer-focused sales center around the transaction (the sale), partnership centers around the relationship.

Relationship marketing has become central to business as companies have begun to stress cooperation and collaboration between suppliers and customers. Specialists in business and marketing provide basic coverage of the theories, concepts, and applications of relationship marketing. Specific topics covered include case studies of relationship marketing in the UK and the Nordic region, the theory of strategic alliances, affinity partnering, horizontal alliances, organizing for relationship marketing, and customer profitability. Annotation c. Book News, Inc., Portland, OR (booknews.com)