- 1 Relationship marketing: The six markets framework Biographies xiii
- Introduction
- The Six Markets model
- Further perspectives
- The Six Markets model revised
- More questions of priority and structure
- Experience in using the Six Markets model
- Summary
- References
- buyers, intermediaries and consumers 2 The customer market domain: Managing relationships with
- Introduction
- Buyers, intermediaries and consumers
- Segmentation and analysis of the customer market domain
- The decision-making unit
- Customer acquisition and customer retention
- Summary
- References
- Chapter 2 case studies
- Case 2.1 Nestlé Buitoni: The house that mamma built
- Case 2.2 Carlton Electronics
- Case 2.3 Does Tesco hold all the cards?
- marketing programmes Case 2.4 Rover Cars: The Catalyst and Conquest ’91 direct
- Case 2.5 Direct Line Insurance Plc
- hand Case 2.6 Relationship marketing: The RSPB – a bird in the
- 3 The supplier and alliance market domain
- Strategic outsourcing
- Supplier development
- Supply chain management
- Creating win–win relationships in the supply chain
- Creating successful alliances
- References
- Chapter 3 case studies
- Case 3.1 Supplier relationships at Trico
- brand Case 3.2 Cafédirect™: The building of a unique coffee
- Case 3.3 Transvaal Nickel Mines
- Case 3.1 Supplier relationships at Trico
- 4 The referral and influence market domains
- Introduction
- The referral market domain
- The influence market domain
- Summary
- References
- Chapter 4 case studies
- Case 4.1 Ratners: A case of corporate reputation
- Case 4.2 Fisons: The fall from grace
- cosmetic company in the world Case 4.3 The Body Shop International: The most honest
- 5 The recruitment and internal market domains
- Introduction
- The recruitment market domain
- The internal market domain
- References
- Chapter 5 case studies
- Case 5.1 Club Med
- Case 5.2 Euro Disney: The first 100 days
- Case 5.3 Nordstrom Inc.
- real cost of employee turnover Case 5.4 Digital Equipment Corporation: Counting the
- strategies 6 Creating and implementing relationship marketing
- Introduction
- People
- Processes
- Proactive/personalized service
- What sort of relationships with what sort of customers?
- Developing a six market strategy
- The relationship marketing plan
- The relationship management chain
- Defining the value proposition
- Identifying appropriate customer value segments
- Designing value delivery systems
- Managing and maintaining delivered satisfaction
- Organizational issues
- Making it happen
- References
- Chapter 6 case studies
- Laura Ashley Case 6.1 Relationship marketing: Lessons from
- at British Airways Case 6.2 Creating success through relationship marketing
- Index
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