Relationship Marketing Strategy and implementation

include the situation faced by the Hong Kong & Shanghai Bank fol-
lowing the Nick Leeson affair in Singapore and the ‘scam’ Standard
Chartered Bank had to address in India in the mid-1990s. Similarly,
actions by Greenpeace and other environmentalists with respect to
Shell’s Brent Spar platform brought environmental issues to the top
of their agenda.
Some comment should be made on the distinction between the
constituent groups within the influence market and the terms
‘stakeholders’, used in strategy and corporate affairs, and ‘publics’,
used in public relations. Over the last 15 years stakeholder theory^10
has developed as an important area. Also, within the public rela-
tions literature, it is common to focus on a wide range of ‘publics’
which may include investor relations, community relations and
media relations.^11

236 Relationship Marketing

Internal

Markets

Supplier &

Alliance

Markets

Recruitment

Markets

Influence Markets

Referral

Markets

Customer

Markets

Organization

Unions &industry

bodies Political,

government &

regulatory

User &

Environmentalgroups evaluatorgroups

Financial &

investor

groups

Business press& media Competitors

Figure 4.2 The influence market domain.

Source: Payne (1998).^1