Relationship Marketing Strategy and implementation

market domains or ‘markets’, e,ach representing dimensions of rela-
tionship marketing and involving relationships with a number of
parties – organizations or individuals – who can potentially con-
tribute, directly or indirectly, to an organization’s marketplace effec-
tiveness. The six market domains were initially presented as is
shown in Figure 1.1, with the focal firm, the ‘internal market’,
placed at the centre of the model. This configuration emphasizes
internal marketing’s role as an integrator and facilitator, supporting
the management of relationships with parties within the other
‘markets’.
The model has since been subtly revised on a number of occasions
as understanding of the nature of relationship marketing and the
potential contributions from the various parties deepened. Most
importantly, though, subsequent representations all place customers
rather than the focal organization at the centre of the framework, a
perspective endorsed by Cravens and Piercy in their discussion of

Relationship marketing: The six markets framework 5

Customer

Markets

Referral

Markets

‘Influencer’

Markets

Employee

(Recruitment)

Markets

Supplier

Markets

Internal

Markets

Figure 1.1 The six market domains.

Source: Christopher, Payne and Ballantyne (1991).^11