The strategic emphasis in relationship marketing is as much on keeping customers as it is on getting them in the first place. The aim is to provide unique value in chosen markets, sustainable over time, which bring customers back for more. Relationship marketing emphasizes both quality and customer service and how these can be managed towards closing the "quality gap" between what customers expect and what they get. The book explores the process of developing and implementing relationship strategies and in so doing, signal a radical shift in marketing practice involving firstly the co-ordination of external (customer) markets and secondly, collaboration within internal (staff) markets in order to get the marketing mix right.