The Marketing Book 5th Edition

Relationships

within the firm

at strategic

functional and

employee level

Relationships

outside the firm

with competitors,

government agencies

and not-for-profits

Relationships

with intermediate

and end customers

The

Firm

Supplier

relationships

After Morgan and Hunt (1994)

Focal

Firm

Goods

Suppliers

Services

Suppliers

Competitors

Non-profit

Organizations

Government

Business

Units

Employees

Functional

Departments

Intermediate

Customers

Ultimate

Customers

Supplier Partnerships

Buyer Partnerships

Internal

Partnerships

Lateral

Partnerships

1

10

9

7

2

6

8

3

4

5

Relationship marketing 41

Figure 3.2 The relational exchanges in marketing relationships