Relationship marketing issues:
●personality based marketing
●the ability to get extensive media coverage through developing rela-
tionships with a wide range of media, within the influence market
domain, without having to use costly formal advertising
●the development of relationships with local communities by having each
shop involved in a local community project
●the development of relationships with a range of environmentalists,
including Greenpeace and Friends of the Earth.
The case may also provoke some discussion about The Body Shop’s
ability to interact successfully with the City, especially with the
investment community. There are also obvious linkages with other
of the relationship markets, including recruitment and internal
markets.
252 Relationship Marketing