Relationship Marketing Strategy and implementation

Trading. Retail, Mail Order (catalogues), Members’ Group sales and catering are

brought together to maximize income from trading. The aim is to extract the

greatest potential from members and non-members alike. Suppliers are

recruited by competitive tendering, although some moves are being made to

appoint approved suppliers.

Database Marketing/National Recruitment. The RSPB’s computer systems are in

urgent need of upgrading and are considered obsolete. At the beginning of

1996, the database capability is restricted to relatively unsophisticated analysis.

The software cannot analyse defections or complaints raised by members,

although every complaint is personally dealt with.

The customer market domain: Managing relationships with buyers 149

RSPB

Marketing Dept

Marketing

Development

Database &

Ntl Recruitment

Corporate

Marketing

Regional

Marketing

Brands

Management

Market

Research

Trading

National

Promotion

Direct

Mail

Legacy

Marketing

The Living

The Dead

Figure 2.6.3 RSPB marketing department structure.