Relationship Marketing Strategy and implementation

Nordstrom Inc. (case study 5.3),
331–3
advocacy referrals, 226–7
background, 375–7
company philosophy, 394
company structure, 386
core tensions, 393–6
culture formula, 382–3
detailed differentiating
techniques, 384–5
expansion programme, 377–82
handling customer requests,
385–7
operating system, 387–93
social system negative effects,
396–9
Norwich Union, car insurance,
117–18
Not-for-profit sector, application of
relationship marketing, 62

Operations excellence discipline,
417
Organizational structures:
for internal marketing, 319–21
for process orientation, 423–4,
425–6
Outsourcing, strategic, 165
Oxfam (partner in Cafédirect),
197

Pareto Law (80/20 rule), 412
Part-time marketer, 316
Partnership sourcing, 168
supplier benefits, 171–2
Peat business, Fisons, 274–7
Peatlands Campaign, 249, 275–7
Pensions Investment and Research
Consultants (PIRC), 276
People, importance in marketing,
408
Performance indicators, 427
Political and regulatory influence
markets, 242–3

Proactive/personalized service,

409–10

Process orientation, 423–4

Processes, core, 408–9

Procter and Gamble, building

consumer relationships, 42

Product leadership focus, 417

Putting People First (British

Airways programme), 459

Ratners Group (case study 4.1),

248–9, 253

background, 253–5

continued losses, 261–3

growth strategy, 255–8

Institute of Directors conference,

260–1

over-extension, 259

restructuring, 263–6

US acquisitions, 258, 259

Recruitment:

alternative methods, 306–9

costs, 305–6

monitoring and evaluation,

311–12

selection techniques, 309–10

training and development,

310–11

Recruitment markets domain, 8–9,

25, 302–5

Referral markets domain, 7–8, 25,

221, 222

developing relationships, 234–5

Referrals:

advocacy, 223, 224–7

company-initiated customer,

227–8

customer base development,

227–8

general, 228–30

incentive-based, 231–2

non-customer, 228

reciprocal, 230–1

staff, 232–4

506 Index