Relationship Marketing Strategy and implementation

Creating and implementing relationship marketing strategies 419

marketing within the business – issues which will be considered
shortly.

The relationship management chain*

Transactional marketing is, in reality, often more product focused
than customer focused. The tendency has been to see the customer
as someone to whom an offer is made – that offer having been pred-
icated by the organization’s own capabilities and competencies.
Clearly companies must focus the offer around their own skills and

Customer

Development

Plan

Supplier

Development

Plan

Recruitment

Market

Plan

Referral

Market

Plan

Influence

Market

Plan

Internal

Market

Plan

The

Relationship

Plan

Figure 6.6 The relationship marketing plan.

*This section draws upon material presented in the authors’ book,Relationship Marketing

for Competitive Advantage, Butterworth-Heinemann, Oxford, 1995.