SCM framework and integrates it with basic principles of operations, management and marketing. Out of this integration of standard marketing principles and innovative relationship marketing thinking comes new marketing strategic typologies and paradigms that promote the understanding of relationship dynamics and equips the reader with tools for identifying and implementing these strategies. The book is written for two purposes - one is to be used in teaching modern retail management courses - and, two to be used by practitioners when considering how to develop the performance of their organizations further.