Relationship marketing : strategy and implementation / Helen Peck ... [et al.].

Format:

Book

Contributor:

Peck, Helen.

Chartered Institute of Marketing.

Series:

CIM professional.

CIM professional

Language:

English

Subjects (All):

Relationship marketing.

Marketing.

Physical Description:

1 online resource (525 p.)

Place of Publication:

Oxford ; Boston : Butterworth Heinemann, 1999.

Language Note:

English

Summary:

Arranged in 6 sections, this title gives marketing practitioners and students critical examples of best practice from a variety of companies. Alongside 'Relationship Marketing: bringing quality, customer service and marketing together' and 'Relationship Marketing for Competitive Advantage: winning and keeping customers' this new title provides readers with insights into marketing in the 21st century.

Contents:

Relationship Marketing Strategy and implementation; Copyright; Contents; Foreword; Acknowledgements; Biographies; Chapter 1 Relationship marketing: The six markets framework; Introduction; The Six Markets model; Further perspectives; The Six Markets model revised; More questions of priority and structure; Experience in using the Six Markets model; Summary; References; Chapter 2 The customer market domain: Managing relationships with buyers, intermediaries and consumers; Introduction; Buyers, intermediaries and consumers; Segmentation and analysis of the customer market domain

The decision-making unitCustomer acquisition and customer retention; Summary; References; Chapter 2 case studies; Case 2.1 Nestlé Buitoni: The house that mamma built; Case 2.2 Carlton Electronics; Case 2.3 Does Tesco hold all the cards?; Case 2.4 Rover Cars: The Catalyst and Conquest '91 direct marketing programmes; Case 2.5 Direct Line Insurance Plc; Case 2.6 Relationship marketing: The RSPB - a bird in the hand; Chapter 3 The supplier and alliance market domain; Strategic outsourcing; Supplier development; Supply chain management; Creating win-win relationships in the supply chain

Creating successful alliancesReferences; Chapter 3 case studies; Case 3.1 Supplier relationships at Trico; Case 3.2 CafédirectTM: The building of a unique coffee brand; Case 3.3 Transvaal Nickel Mines; Chapter 4 The referral and influence market domains; Introduction; The referral market domain; The influence market domain; Summary; References; Chapter 4 case studies; Case 4.1 Ratners: A case of corporate reputation; Case 4.2 Fisons: The fall from grace; Case 4.3 The Body Shop International: The most honest cosmetic company in the world; Chapter 5 The recruitment and internal market domains

IntroductionThe recruitment market domain; The internal market domain; References; Chapter 5 case studies; Case 5.1 Club Med; Case 5.2 Euro Disney: The first 100 days; Case 5.3 Nordstrom Inc.; Case 5.4 Digital Equipment Corporation: Counting the real cost of employee turnover; Chapter 6 Creating and implementing relationship marketing strategies; Introduction; People; Processes; Proactive/personalized service; What sort of relationships with what sort of customers?; Developing a six market strategy; The relationship marketing plan; The relationship management chain

Defining the value propositionIdentifying appropriate customer value segments; Designing value delivery systems; Managing and maintaining delivered satisfaction; Organizational issues; Making it happen; References; Chapter 6 case studies; Case 6.1 Relationship marketing: Lessons from Laura Ashley; Case 6.2 Creating success through relationship marketing at British Airways; Index

Notes:

"Published in association with the Chartered Institute of Marketing."

Series statement on jacket.

Includes bibliographical references and index.

ISBN:

1-136-36903-1

1-281-02363-9

9786611023638

0-08-052515-6

9780080525150

OCLC:

729259463