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Tables of Contents for Relationship Marketing
Chapter/Section Title
Page #
Page Count
Foreword
ix
Acknowledgements
xi
Biographies
xiii
Relationship marketing: The six markets framework
1
32
Introduction
1
3
The Six Markets model
4
7
Further perspectives
11
11
The Six Markets model revised
22
1
More questions of priority and structure
23
3
Experience in using the Six Markets model
26
2
Summary
28
1
References
28
5
The customer market domain: Managing relationships with buyers, intermediaries and consumers
33
128
Introduction
33
1
Buyers, intermediaries and consumers
34
3
Segmentation and analysis of the customer market domain
37
5
The decision-making unit
42
1
Customer acquisition and customer retention
43
8
Summary
51
1
References
52
1
case studies
53
108
Nestle Buitoni: The house that mamma built
64
11
Carlton Electronics
75
4
Does Tesco hold all the cards?
79
18
Rover Cars: The Catalyst and Conquest '91direct marketing programmes
97
14
Direct Line Insurance Plc
111
16
Relationship marketing: The RSPB - a bird in the hand
127
34
The supplier and alliance market domain
161
59
Strategic outsourcing
165
1
Supplier development
166
2
Supply chain management
168
3
Creating win-win relationships in the supply chain
171
2
Creating successful alliances
173
4
References
177
1
case studies
178
42
Supplier relationships at Trico
182
14
Cafedirect&tade;: The building of a unique coffee brand
196
12
Transvaal Nickel Mines
208
12
The referral and influence market domains
220
81
Introduction
221
1
The referral market domain
222
13
The influence market domain
235
11
Summary
246
1
References
246
1
case studies
247
54
Ratners: A case of corporate reputation
253
15
Fisons: The fall from grace
268
20
The Body Shop International: The most honest cosmetic company in the world
288
13
The recruitment and internal market domains
301
105
Introduction
302
2
The recruitment market domain
304
8
The internal market domain
312
13
References
325
3
case studies
328
78
Club Med
335
16
Euro Disney: The first 100 days
351
24
Nordstrom Inc.
375
27
Digital Equipment Corporation: Counting the real cost of employee turnover
402
4
Creating and implementing relationship marketing strategies
406
95
Introduction
407
1
People
408
1
Processes
408
1
Proactive/personalized service
409
1
What sort of relationships with what sort of customers?
410
6
Developing a six market strategy
416
2
The relationship marketing plan
418
1
The relationship management chain
419
2
Defining the value proposition
421
1
Identifying appropriate customer value segments
421
1
Designing value delivery systems
421
1
Managing and maintaining delivered satisfaction
422
1
Organizational issues
423
1
Making it happen
424
4
References
428
1
case studies
429
72
Relationship marketing: Lessons from Laura Ashley
432
22
Creating success through relationship marketing at British Airways
454
47
Index
501