dyadic marketing as an appendix to business strategy, it should be seen as a core dimension at the heart of the strategic relationship marketing process. The book anchors a complete framework for analysis and strategy development in customer relationships. Based on the value of co-development, which is core in a dyadic, mutual setting, the authors present concrete and practically manageable structures to be implemented. Readers will find surprising, useful, and applicable dyadic marketing models, typologies, and tools, as well as paths to strategic opportunity generation founded in the idea of mutuality as a driver of success. It will further be usefull as a guide to understanding the differences between various business models. Because the dyadic perspective offers an opportunity for evaluating several approaches to working in a particular industry or market, it is in line with the idea of the ambidextrous organisation, where several business models will be simultaneously relevant.