The ‘Supplier’ and ‘Alliance’ markets or market domains are the
focal point of this chapter. Whilst it may sometimes seem semantic
to treat them separately – in the relationship marketing model they
both need to be viewed as partnerships – there is a subtle distinction
between the contributions they can make to the establishment of a
successful relationship marketing strategy. Here we define them as
follows:

Chapter 3

The supplier and

alliance market

domain

Internal

Markets

Supplier &

Alliance

Markets

Recruitment

Markets

Influence

Markets

Referral

Markets

CUSTOMER

MARKETS

The supplier and alliance market domain