1. The classic dyad – the relationship between supplier and the customer

2. The classic triad – the relationship of the customer-supplier-competitor triangle

3. The classic network – distribution

4. Relationships via full time marketers and part time marketers

5. Service encounter – interaction between customers and suppliers

6. The many-headed customer and the many-headed supplier

7. The relationship to the customer’s customer

8. The close versus distant relationships

9. The relationship to the dissatisfied customer

10. The monopoly relationship – the customer or supplier as prisoners

11. The customer as ‘member’

12. The e-relationship

13. Parasocial relationships – relationships to brand and objects

14. The non-commercial relationship

15. The green relationship and CSR

16. The law-based relationship

17. The criminal network

18. Personal and social networks

19. Mega Marketing – the real ‘customer’ is not always found in the marketplace

20. Alliances change the market mechanisms

21. The knowledge relationship

22. Mega alliances change the basic conditions for marketing

23. The mass media relationship

24. Market mechanisms are brought inside the company

25. Internal customer relationships

26. Quality and customer orientation: the relationship between operations management and marketing

27. Internal marketing: relationships with the ‘employee market’

28. The two-dimensional matrix relationship

29. The relationship to external providers of marketing service

30. The owner and financier relationship