The Marketing Book 5th Edition

828 Index

Reichheld, F. F., 297, 497
Reichmann, T., 348
Reintermediation, 645, 653, 659
Relational segmentation, 274
Relationship marketing, 11–14, 32–52,
89, 274, 523
see alsoCustomer Relationship
management; Relationships
alliances, 542
business-to-business, 142, 144,
161–3, 165
cause-related marketing, 673
communications, 406–7
customer lifetime value, 524
definitions, 33–4, 40
direct marketing, 568, 582–3
history of, 34–9
IBM example, 540
international marketing, 612
salespeople, 362
segmentation, 248, 249, 272
strategy, 57–8, 76–7
supply chain management, 296–7,
489, 497, 501
Relationship portfolio analysis, 163–5,
166
Relationships, 34, 38, 39–40, 48,
274–5, 630
see alsoCustomer relationship
management; Relationship
marketing
agency-client, 408, 411–12, 414, 441–3
branding, 300, 382–3
business-to-business, 143–4
buyer-colleague, 152
buyer-seller, 36, 152, 158, 159, 160,
586–7, 596, 607
cause-related marketing, 672–3,
675, 677–8, 691
Dell Computer, 311
development of, 40–4
dissolution, 44, 45
e-marketing, 654
instability, 197
integrated marketing
communications, 408
interfunctional, 540–1
internal market perspective, 532
relationship portfolio analysis,
163–5
research, 36–7
retailers, 791
sales management, 360, 361–2, 365,
366, 369
sales promotion, 473–4
seeking, 45–6
supplier-customer, 144, 161–5, 166,
494–6, 733
Religion, 623, 626
Remuneration, 368–9, 445–9, 516
Repeat purchases, 361, 471, 475, 480,
584

Representation, crisis of, 25

Reputation, 163, 381, 401, 513

cause-related marketing, 672, 674,

676, 683, 686, 691–2

green marketing, 749

SMEs, 767

suppliers, 151

Research & development (R&D), 6, 9,

327, 329

Research studies:

see alsoData; Market research

atmospherics, 796

cause-related marketing, 674, 675,

680

consumer decision-making, 119,

128, 132

experiential, 627

green marketing, 736–7, 738, 753

marketing strategy, 70–5, 79, 81

postmodern methods, 24, 25–7, 28

relationship marketing, 34, 35, 36,

37, 38, 45–6

sales promotion, 460–1, 479–80

social marketing, 719

Resource commitment, 628

Resource-based view of the firm, 66,

68, 80, 299, 300

Resources, 110, 111, 233–5, 535

business relationships, 162, 163

competitive advantage, 103

e-marketing, 650, 661, 665–6

natural, 728

partitioning, 80–1

resource advantage, 80

resource dependence theory, 38,

39

SMEs, 758, 761

social marketing, 708

transportation model, 233–5

Retail life cycle, 778

Retail parks, 783

Retailing, 57, 525, 776–805

co-operation, 495

direct marketing, 566

e-tailing, 802–4

evolution of, 777–8

functions, 790–9

integrated marketing

communications, 405, 407, 412,

414

internationalization, 613, 799–801

loyalty schemes, 406–7

major formats, 781–5

non-store, 802–4

queuing, 219–21

strategy, 785–90

types of retail organization, 779–81

Retraining, 198

Retrospection, 22–3

Return on investment (ROI), 71–2, 73,

289, 507–9, 687–8

market segmentation, 267

monitoring, 174

profit, 291

Reve, T., 38

Reversed production, 20, 21, 29

Rewards, 368–9

RFM analysis, 277, 280

Rickards, T., 175

Riebel, P., 348

Riek, R. F., 317, 325

Ries, A., 377

Rio Earth Summit (1992), 726

Risk, 60, 152, 318, 507–9

advertising, 476

brand as risk reducer, 376, 391

category width, 136

cause-related marketing, 683

e-marketing, 664

financial evaluation, 506, 507, 512

international marketing, 615–18,

628

organizational buying, 148

perception of, 148, 149, 150, 154–5,

376

product attributes, 715

reducing, 297–8, 311

sales promotion, 470

services, 597, 602

social marketing, 719

‘Risky shift’, 148

Ritchie, K., 250

Ritter, H., 222–3

Ritualism, 110, 113

Roberto, E. L., 696, 703–5

Robertson, T. S., 125

Robinson, Joan, 5, 10

Robinson, P., 149, 153

Robinson, W. A., 475

ROIseeReturn on investment

Rokeach, M., 385

Rolex, 301

Roman, Ken, 479

Roos, Annika, 649

Rosenbluth International, 532

Rosiello, R., 345

Ross, Paula, 410

Rothwell, R., 327

Rough set theory (RST), 226–7

Rover, 473, 495

Royal Bank of Scotland, 254, 567

RS Components, 651, 654

RSTseeRough set theory

Rubin, D. S., 176, 188, 193, 194

Ryanair, 650

Saatchi & Saatchi, 425–6, 466–7

Safeway, 405, 414, 477

Sainsbury’s, 19, 405, 475, 522, 535–6,

792

St Ivel, 438–9, 480

St Michael, 522