Hovland, Janis, & Kelley, 28, 108, 175

hypothesized relationships, 10, 86, 118

important factors in relationship marketing, 2–3, 28, 171

integrated marketing communication, xix, 106, 112, 164

internal relationship marketing, 103, 107

interpersonal/marriage relationships, xxii, 15, 20, 94, 109, 165

“Is it right?”, 113

Jap, S., 16, 28, 35, 44, 95, 104, 110, 117, 175, 182

Jerry Maguire, 1, 116, 118, 165, 172

journey, xvii, xix–, xxii, 12, 63, 115, 163–164

Joseph Campbell, xix, 12, 164

Kahnemann, D., 23–24, 114, 176–177

Levitt, T., xvii, 103, 176

liability of newness, 97

limitations, 101

loyalty, xxv, 18, 29, 32, 87, 111, 141, 161, 173, 178

McKenna, R., 4, 162, 177

map of customer stages, xxiii, xxvi, 7, 37, 91, 100, 119, 162

marketing crisis, xxi–xxii, 13, 163

marriage metaphor, xvii, xx, 14–15, 103, 111, 164, 166, 174, 176–177

measures, 42, 44, 46, 102, 158, 161

Morgan & Hunt, 1–2, 22, 30–31, 35, 45, 100, 178

nonlinear communication, 71, 78, 116, 161

non-zero sum game, 164

Oliver, R., 29, 31–33, 100, 178

over-time studies, 102, 116–118

paths of customer relationships, xxvii, 85, 89, 100, 119

“perverting” relationship marketing, xxii, 5

Poole, S., 179

prisoner’s dilemma game, 96

profit, 33, 100

purchases, xxvi–xxvii, 7, 9–10, 12, 32–33, 35, 46, 49, 70, 84, 90, 94, 100, 164, 166

recommendations, xxviii, 93

managers, 103, 105

researchers, 116, 119

relationship

dissolution, 14, 17, 96, 98, 102, 117

life cycle, 5, 12, 17, 104, 106

marketing, xviii, xx–xxiv, 2, 14, 94, 103, 113