502 The Marketing Book
is not a single company concept, it requires
the closest connections upstream with custom-
ers and downstream with suppliers, partic-
ularly through the sharing of information on
demand.
References
Brady, J. and Davis, I. (1993) Marketing’s Mid-
Life Crisis, McKinsey Quarterly, No. 2,
17–28.
Christopher, M., Payne, A. and Ballantyne, D.
(2002)Relationship Marketing, 2nd edn, But-
terworth-Heinemann.
Heskett, J. L., Jones, T. O., Loveman, G. W.,
Sasser, E. W., Jr and Schlesinger, L. A. (1994)
Putting the Service–Profit Chain to Work,
Harvard Business Review, March–April,
164–174.
Ostroff, F. and Smith, D. (1992) The Horizontal
Organization, McKinsey Quarterly, No. 1,
148–168.
Payne, A. (2002) A Strategic Framework for
CRM, Cranfield School of Management
Working Paper.
Pine, J. (1993) Mass Customisation, Harvard
Business School Press.
Reichheld, F. and Sasser, E. (1990) Zero Defec-
tions: Quality Comes to Services, Harvard
Business Review, September–October,
105–116.
Stalk, G. and Hout, T. (1990) Competing Against
Time, Free Press.
Further reading
Christopher, M. (1998) Logistics and Supply
Chain Management, 2nd edn, Pitman. The goal
of supply chain management is to link the
marketplace, the distribution network, the
manufacturing process and the procurement
strategy in such a way that customers are
serviced at higher levels yet at lower total
cost. This book highlights the role of logistics
in achieving these goals.
Christopher, M., Payne, A. and Ballantyne, D.
(2002)Relationship Marketing, 2nd edn, But-
terworth-Heinemann. The strategic emphasis
of relationship marketing is as much on
keeping customers as it is on getting them in
the first place. The aim is to provide unique
value in chosen markets, sustainable over
time, which brings customers back for more.
This new edition of an earlier book focuses
on the creation of stakeholder value and
emphasizes how quality and customer serv-
ice are critical foundations for long-term
customer relationships.
McDonald, M., Christopher, M., Knox, S. and.
Payne, A. (2000) Creating a Company For
Customers, Financial Times/Prentice-Hall.
This book takes a cross-functional or pan-
company approach to marketing. It focuses
in detail on the key cross-functional pro-
cesses that need to be managed in order to
build a customer-centric organization. It
addresses this topic from a board-level
perspective.
Peppers, D., Rogers, M. and Dorf, B. (1999) One
to One Fieldbook, Doubleday. This book, the
third by Peppers and Rogers, provides an
excellent overview of the role of CRM,
especially in the context of an ‘on-line’
environment. It also deals with the impor-
tance of dialogue and privacy issues, as well
as likely future developments in CRM.
Reichheld, F. F. (1996) The Loyalty Effect, Har-
vard Business School Press. Reichheld, a
partner at US strategy consulting firm Bain &
Co., provides the best treatment of customer
retention based on exhaustive research
undertaken at Bain & Co. A further strength
of this book is its treatment of employee and
shareholder retention.
Schonberger, R. (1990) Building a Chain of
Customers, Free Press. This book provides a
practical framework for linking the final
marketplace with the operations and supply
processes of the business. Every organization
has internal and external customers, and the