MTU Cork Library Catalogue

Syndetics cover image
Image from Syndetics

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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
General Lending MTU Bishopstown Library Lending 658.802 (Browse shelf(Opens below)) 1 Available 00076089
Total holds: 0

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)

Powered by Koha