This ground breaking book on retail operations using the relationship marketing approach will open new horizons for retail managers in running their store operations with effectiveness and efficiency. Identifying relationship marketing within the retail domain has been the major contribution of this initiative by the authors. The small time tips at the end of each chapter will make the reading for the retail managers comfortable and easy for application. The authors tried to highlight the importance of understanding the practicing relationship marketing to gain consumer insights and confidence. As the chapters evolved, the readers will start to get into the world of application oriented retailing and will start to comprehend the importance of relationship marketing in retail industry. The authors tried to shed light on applying relationship marketing techniques and approaches in formulating retail strategies, both in the short term as well as long term perspectives. Important day to day retail terms will assist the readers of this book to practice and apply their expertise as successful retail operations managers, while attaining consumers brand loyalty.