The Marketing Book 5th Edition

42 The Marketing Book aspects of management which consider busi- ness structures and business networks as aspects of its core. A ...

Relationship marketing 43 ... the sale merely consummates the courtship. Then the marriage begins. How good the marriage is depe ...

44 The Marketing Book likely to be required. Equally, the nature of the relationship may change, and a reduction in resources or ...

Relationship marketing 45 relationship marketing? This question has already been addressed in this chapter. It has been suggeste ...

46 The Marketing Book the types of situations or circumstances when relationships are especially sought. If marketing is now abo ...

Relationship marketing 47 Technology and relationship marketing (CRM) The interface between marketing and CRM is another field w ...

48 The Marketing Book emerging understanding of relationship mar- keting. Central to this is the recognition that, although ther ...

Relationship marketing 49 Booms, B. H. and Bitner, M. J. (1981) Marketing Strategies and Organisational Structures for Service F ...

50 The Marketing Book Frazier, G. L. (1983) Inter-organisational Exchange Behaviour In Marketing Channels: A Broadened Perspecti ...

Relationship marketing 51 Lovelock, C. H. (1983) Classifying Services to Gain Strategic Marketing Insights, Journal of Marketing ...

52 The Marketing Book Shostack, L. G. (1984) Designing Services That Deliver, Harvard Business Review, 62 (Jan- uary–February), ...

CHAPTER 4 The basics of marketing strategy ROBIN WENSLEY Marketing strategy sometimes claims to pro- vide an answer to one of th ...

54 The Marketing Book of codification of this new area, most obviously in the first key text by Abell and Hammond (1979), which ...

Production Development Finance Marketing Sales Advertising Distribution Market research Customers The basics of marketing strate ...

Competitors Channels Customers Firm 56 The Marketing Book distribution is clearly seen as a solely logistical function. On top o ...

The basics of marketing strategy 57 analysis encourage actions which are either sub-optimal or indeed dysfunctional. Lacking fur ...

58 The Marketing Book spective, is not necessarily the same as a more prescriptive notion of the need to manage such relationshi ...

Target segments Multiple market segments Customers Value Value Corporation Cost Competitors Product/sevice differentiation The b ...

60 The Marketing Book much more to the relationship between actual growth rates and competitors’ expectations; (iii) much of the ...

The basics of marketing strategy 61 provide a systematic approach to the central question: the nature of sustained economic perf ...