Relationship Marketing Strategy and implementation

ment market such prominent treatment may, however, overstate its
significance within the framework, possibly at the expense of other
factors. The parties to whom the marketing activities would be
directed – presumably schools, universities and recruitment agen-
cies – can all be judged to be acting again as Influencers or
Intermediaries. As for the would-be employees themselves, only
time separates relationships with future employees from those with
existing ones, who fall within the ‘Internal Market’, which also
stands unchanged from previous iterations, to include current
employees, along with other divisions and SBUs of the focal firm.
Note, though, that, as Figure 1.9 indicates, it is the Consumers who
remain central to the framework, as the ultimate end users of the
value created and delivered through, or by virtue of, the relation-
ship with stakeholders in all of the other ‘markets’.

Experience in using the Six Markets model

Since the development of the Six Markets model our work has
emphasized the need to break all of the markets, or what are now

26 Relationship Marketing

Alliance Supplier

Intermediary

Influencer

Internal

Consumer

Figure 1.9 Later iteration of the Six Markets model.

Source: Peck (1997).^40