The relationship between a market and a consumer is complex. Far from simply an exchange of services there is an often complex transaction of feeling, meaning and experience. How does the study of relationship marketing interpret this? In this exciting new book the authors explore the factors of relationship marketing in its contemporary context, with a consumer in mind; from the experience of a football club supporter to the experiences of gap year travel, to text messaging behaviour, and to using the British Library, the focus of this text is on the consumer perspective. From this angle, issues of relationship marketing, and its management, take on a new and exciting bearing. Topics examined include: frameworks for analysing the consumer experience; consumer communities; issues of customer loyalty; the impact of ICT on relationship marketing; and, the creative consumer. Each chapter is supported by an in-depth case study.