Relationship Marketing Strategy and implementation

instances it includes all members of the customer’s buying
unit.

More questions of priority and structure

One more point should be made, however, and this is that further
empirical research may in time replace, collapse or extend these
market categories again as our understanding of the field continues
to crystallize. Nevertheless, there are certain pointers in the litera-
ture which shed further light on how a conceptual framework of
relationship might develop from here.
Millman suggests that the Stakeholder model, from the strategic
management and corporate governance literature, is worth borrow-
ing from to provide a partial understanding of relationship market-
ing.^48 Indeed there are certain pointers in this literature which shed

Relationship marketing: The six markets framework 23

Internal

Markets

Supplier &

Alliance

Markets

Recruitment

Markets

Influence

Markets

Referral

Markets

CUSTOMER

MARKETS

Figure 1.8 The Six Markets model.