third-party, 228
Relational exchanges identification,
13–14
Relationship management chain,
419–20
Relationship marketing:
30 relationships listing, 18–19
contingency approach, 415
core firm and network partners,
14–15
multiple stakeholder
perspectives, 12
network diagram, 27
origins, 2–4
plan, 418
strategy creation, 407–8, 412
ten relational exchanges, 13–14
Total Marketing comparison,
12–13
value-adding through
customization, 412, 414
Resource sharing, 16
Roddick, Anita, 288, 290–1
Rodger’s seven-point plan
(employee selection), 309
Rolls Royce, engine suppliers,
481
Rover Group:
collaboration with Honda,
10–11, 163–4
preferred suppliers, 162
supplier association
development, 182–3
Welsh Automotive Supplier
Association, 182
Rover Group (case study 2.4):
Catalyst programme, 99–104
Conquest ‘91 programme,
104–10
direct marketing programmes,
58–60
Interlink and Superlink
programmes, 99
telemarketing, 108
Royal Society for the Prevention of
Cruelty to Animals (RSPCA),
profile, 141
Royal Society for the Protection of
Birds (RSPB) (case study 2.6):
chief executive, 127–8
competitor profile, 138–41
database development, 153
donor pyramid, 150–2
history, 128–9
income generation, 145
international development, 130
market research, 152–3
marketing activities, 61–3
marketing strategy, 145, 146
member retention, 153–5
membership experience, 156–7
mission statement, 130
objectives, 130
policy development, 134–5
prospects, 160
relationship marketing, 157–60
staff development, 130, 134
strategy plan, 129, 131–3
Towards 2000, 147–50, 1535S housekeeping programme, 191,
193
Saatchi & Saatchi advertising
campaigns, for British
Airways, 456–7
Safeway:
banking services, 92
introduction of Cafédirect, 205
loyalty card, 88
Sainsbury:
banking services, 91
insurance services, 93
performance results, 93
Reward loyalty card, 87, 89–90,
91–2
Scandinavian Airline System,
internal marketing, 313
Segmentation base, 37–8Index 507