Relationship Marketing Strategy and implementation
ment market such prominent treatment may, however, overstate its significance within the framework, possibly at the expense of o ...
called ‘market domains’, into relevant constituent parts. The discus- sion in the first publication to incorporate the Six Marke ...
From our work it is clear that a contingency approach to the six markets is appropriate and the issue of what are relevant marke ...
2 McCarthy, E. J. (1960). Basic Marketing: A managerial approach, Richard D. Irwin Inc., Homewood, IL. 3 Borden, N.H. (1964). Th ...
19 Webster, F.E. (1988). The rediscovery of the marketing concept. Business Horizons, May–June, 29–39. 20 Johnston, R. and Lawre ...
35 Schneider, B. (1980). The service organisation: Climate is crucial. Organizational Dynamics, Autumn, 52–65. 36 Atkinson, J. ( ...
51 Peck, H.L. (1994). Lessons from Laura Ashley: A relationship marketing case study. In Proceedings of the 2nd international co ...
Introduction In this chapter we examine the customer market domain as the central market within the Six Markets model described ...
Chapter 1. The customer market domain addresses three broad groups: direct buyers, intermediaries and final consumers. To illust ...
(rather than customers). Therefore, when we are considering a spe- cific industry we must first understand the terms that are co ...
the intermediary and the final customer is termed the client. It should be noted that terminology used on a day-to-day basis wit ...
We are now in an era of ‘electronic commerce’. Many new oppor- tunities have arisen in recent years following advances in inform ...
The manufacturer may also seek to segment the retailers (to whom the wholesalers sell) – its intermediaries – according to relev ...
A detailed review of market segmentation is beyond the scope of this book. Those readers wishing to explore this area in further ...
being challenged. Unless the intermediary is adding value to the customer relationship, it may prove to be an unnecessary cost a ...
Answer Centre has contributed to increased customer relationship value in three key areas: First, resolving immediate problems r ...
are developing direct relationships with the consumer. Procter and Gamble are now focusing their attention on developing direct ...
chase of industrial products, the same concept has applicability to the purchase of services and consumer goods. The complexity ...
attention then needs to be directed at customer acquisition and cus- tomer retention strategies. The traditional focus of market ...
a well-established company in a mature market will primarily need to focus on retaining existing customers and intermediaries. H ...
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