Relationship Marketing Strategy and implementation

tomers.^1 The scale extends from those who have direct frequent

contact (‘contactors’), through ‘modifiers’ and ‘influencers’ to those who

have no contact at all (‘isolateds’).These categories make a useful start-

ing point in developing a strategic relationship marketing approach.The

internal market domain is illustrated in Figure 5.2.

This chapter is divided into four main sections. The first section
provides a brief overview of the recruitment and internal market
domains. The second and third sections consider recruitment and
internal markets in greater detail. The final section provides an
overview of the four case studies, which have been specially chosen
to highlight some of the key issues relating to the recruitment and
internal markets.

The recruitment and internal market domains 303

Figure 5.1 The recruitment market domain.

Internal

Markets

Supplier/

Alliance

Markets

Recruitment Markets

Influence

Markets

Referral

Markets

Customer

Markets

Board

Management

Supervisory

Admin work

Own

Staff

Agencies

Advertising

Exec

search