Relationship Marketing Strategy and implementation
the cornerstones of relationship marketing.^25 Placing the customer at the centre of the Six Markets model focuses on the purpos ...
valued by the customer. For businesses offering professional or financial services, regularly replaced consumer durables such as ...
In manufacturing contexts too, companies sometimes create formal and informal referral agreements between themselves and supplie ...
represents those potential employees who possess the attributes needed to sustain and enhance these core competencies. It also r ...
Virgin Group have shown. While well-managed relationships with other influencers might not be so overtly beneficial, they can be ...
facturer whose fortunes were revived with the help of an alliance with Honda, a Japanese competitor. Rover embraced the notion o ...
Ohmae has long argued that for those organizations which find themselves in a global marketplace, such strategic alliances are n ...
Kotler goes on to state that there are at least ten critical parties or ‘players’ in a company’s marketing environment. He ident ...
interactive relationships for various purposes, between the focal firm and an array of other parties (see Figure 1.4).^15 The pa ...
specific means–end justifications for their inclusion. These parties or groups are then categorized (usually) according to the n ...
keting approaches for the two (trade marketing for the former and the more traditional consumer marketing approach for the latte ...
networks and interaction’ he produced a more complicated classifi- cation system featuring 30 relationships, judged by the autho ...
18 Relationship Marketing CLASSIC MARKET RELATIONSHIPS R1 The classic dyad:The relationship between the supplier and the custome ...
Relationship marketing: The six markets framework 19 R16 The law-based relationship A relationship to a customer is sometimes fo ...
point. The central theme of much of the work to date has been around aspects of relationship marketing, specifically customer re ...
Other parties involved in the value system might also be considered as linked atomic clusters of customers, employees and invest ...
further away from the end customer interface, perhaps through bringing together unique technologies developed by the suppliers o ...
instances it includes all members of the customer’s buying unit. More questions of priority and structure One more point should ...
further light on the scope and structure of a conceptual framework of relationship marketing’s multiple markets. The similaritie ...
developed by other academics.^40 Earlier in this chapter we men- tioned that relationship marketing’s antecedents could be found ...
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