MTU Cork Library Catalogue

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Relationship marketing : strategy and implementation / Helen Peck, Adrian Payne, Martin Christopher and Moira Clark.

By: Peck, Helen.
Contributor(s): Payne, Adrian | Christopher, Martin | Clark, Moira (Moira K.) | Chartered Institute of Marketing.
Material type: materialTypeLabelBookSeries: CIM professional.Publisher: Oxford : Butterworth-Heinemann, 1999Description: xiv, 509 p. ; 24 cm.ISBN: 0750636262.Subject(s): Relationship marketingDDC classification: 658.802
Contents:
Relationship marketing: The six markets framework -- The customer market domain: Managing relationships with buyers, intermediaries and consumers -- The supplier and alliance market domain -- The referral and influence market domains -- The recruitment and internal market domains -- Creating and implementing relationship marketing strategies.

Enhanced descriptions from Syndetics:

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.

Includes bibliographical references and index.

Relationship marketing: The six markets framework -- The customer market domain: Managing relationships with buyers, intermediaries and consumers -- The supplier and alliance market domain -- The referral and influence market domains -- The recruitment and internal market domains -- Creating and implementing relationship marketing strategies.

Table of contents provided by Syndetics

  • Foreword (p. ix)
  • Acknowledgements (p. xi)
  • Biographies (p. xiii)
  • 1 Relationship marketing: The six markets framework (p. 1)
  • Introduction (p. 1)
  • The Six Markets model (p. 4)
  • Further perspectives (p. 11)
  • The Six Markets model revised (p. 22)
  • More questions of priority and structure (p. 23)
  • Experience in using the Six Markets model (p. 26)
  • Summary (p. 28)
  • References (p. 28)
  • 2 The customer market domain: Managing relationships with buyers, intermediaries and consumers (p. 33)
  • Introduction (p. 33)
  • Buyers, intermediaries and consumers (p. 34)
  • Segmentation and analysis of the customer market domain (p. 37)
  • The decision-making unit (p. 42)
  • Customer acquisition and customer retention (p. 43)
  • Summary (p. 51)
  • References (p. 52)
  • Chapter 2 Case studies (p. 53)
  • Case 2.1 Nestle Buitoni: The house that mamma built (p. 64)
  • Case 2.2 Carlton Electronics (p. 75)
  • Case 2.3 Does Tesco hold all the cards? (p. 79)
  • Case 2.4 Rover Cars: The Catalyst and Conquest '91 direct marketing programmes (p. 97)
  • Case 2.5 Direct Line Insurance Plc (p. 111)
  • Case 2.6 Relationship marketing: The RSPB - a bird in the hand (p. 127)
  • 3 The supplier and alliance market domain (p. 161)
  • Strategic outsourcing (p. 165)
  • Supplier development (p. 166)
  • Supply chain management (p. 168)
  • Creating win-win relationships in the supply chain (p. 171)
  • Creating successful alliances (p. 173)
  • References (p. 177)
  • Chapter 3 Case studies (p. 178)
  • Case 3.1 Supplier relationships at Trico (p. 182)
  • Case 3.2 Cafedirect: The building of a unique coffee brand (p. 196)
  • Case 3.3 Transvaal Nickel Mines (p. 208)
  • 4 The referral and influence market domains (p. 220)
  • Introduction (p. 221)
  • The referral market domain (p. 222)
  • The influence market domain (p. 235)
  • Summary (p. 246)
  • References (p. 246)
  • Chapter 4 Case studies (p. 247)
  • Case 4.1 Ratners: A case of corporate reputation (p. 253)
  • Case 4.2 Fisons: The fall from grace (p. 268)
  • Case 4.3 The Body Shop International: The most honest cosmetic company in the world (p. 288)
  • 5 The recruitment and internal market domains (p. 301)
  • Introduction (p. 302)
  • The recruitment market domain (p. 304)
  • The internal market domain (p. 312)
  • References (p. 325)
  • Chapter 5 Case studies (p. 328)
  • Case 5.1 Club Med (p. 335)
  • Case 5.2 Euro Disney: The first 100 days (p. 351)
  • Case 5.3 Nordstrom Inc. (p. 375)
  • Case 5.4 Digital Equipment Corporation: Counting the real cost of employee turnover (p. 402)
  • 6 Creating and implementing relationship marketing strategies (p. 406)
  • Introduction (p. 407)
  • People (p. 408)
  • Processes (p. 408)
  • Proactive/personalized service (p. 409)
  • What sort of relationships with what sort of customers? (p. 410)
  • Developing a six market strategy (p. 416)
  • The relationship marketing plan (p. 418)
  • The relationship management chain (p. 419)
  • Defining the value proposition (p. 421)
  • Identifying appropriate customer value segments (p. 421)
  • Designing value delivery systems (p. 421)
  • Managing and maintaining delivered satisfaction (p. 422)
  • Organizational issues (p. 423)
  • Making it happen (p. 424)
  • References (p. 428)
  • Chapter 6 Case studies (p. 429)
  • Case 6.1 Relationship marketing: Lessons from Laura Ashley (p. 432)
  • Case 6.2 Creating success through relationship marketing at British Airways (p. 454)
  • Index (p. 501)

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