Ch. 1. Evolution of relationships with customers -- Roots of customer relationship management -- The view from here / Philip Kotler -- Get, keep, and grow customers in the twenty-first century / Roger Siboni -- What is a relationship? -- The technology revolution and the customer revolution -- Ch. 2. The thinking behind customer relationships -- What characterizes a relationship? -- Thinking about relationship theory / Julie Edell Britton and Josh Rose -- CRM : the customer's view / James G. Barnes -- The nature of loyalty -- Ch. 3. Customer relationships : basic building blocks of IDIC and trust -- Trust and relationships happen in Tandem -- IDIC : four implementation tasks for creating and managing customer relationships -- How does trust characterize a learning relationship? -- The trust equation : generating customer trust / Charles H. Green.