Relationship Marketing Strategy and implementation

Kotler goes on to state that there are at least ten critical parties or
‘players’ in a company’s marketing environment. He identifies four
of these parties – suppliers, distributors, end users and employees –
within the immediate environment of the firm. A further six
‘players’ – financial firms, governments, media, allies, competitors
and the general public – he places within the wider macroenviron-
ment (see Figures 1.2 and 1.3).
Next, Morgan and Hunt presented relationship marketing as
encompassing ten discrete forms of relational exchanges, involving

Relationship marketing: The six markets framework 13

1. Suppliers

COMPANY

4. Employees

EmployeesMarketing 2. Distributors 3. End Users

Supplier

Marketing

Distributor

Marketing

End User Marketing

Figure 1.2 Four players in the company’s immediate task environment.

Source: Kotler (1992).^14

Company

Finance

Companies

Government

Allies

Competitors

Media

General

Public

Financial Marketing

Government Marketing

Allies Marketing

Competitor Marketing

Media Marketing

Public Marketing

Figure 1.3 Six other key players in the company’s macroenvironment.

Source: Kotler (1992).^14