Advances in relationship marketing:
Saved in:
| Format: | Book |
|---|---|
| Language: | English |
| Published: |
London
Kogan Page
1995
|
| Edition: | 1. publ. |
| Series: | The Cranfield management series : Management
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | 286 S. graph. Darst. |
| ISBN: | 074941636X |
Staff View
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| 245 | 1 | 0 | |a Advances in relationship marketing |c ed. by Adrian Payne |
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|---|---|
| adam_text | CONTENTS
List ofFigures 11
ListofTables 13
The Cranfield Management Series 14
The Contributors 16
Introduction 19
Types of relationship marketing 19
Relationship marketing at Cranfield 20
Structure and content of the book 21
Important note to readers 24
Scope and practical relevance 24
PART ONE — Relationship Marketing and Customer Retention
1 Relationship Marketing: A Broadened View of
Marketing 29
Adrian Payne
Introduction 20
The six markets framework 32
Determining market emphasis in relationship marketing 38
2 Customer Retention: Does Employee Retention Hold a
Key to Success? 41
Moira Clark and Adrian Payne
5
Advances in Relationship Marketing
Introduction 41
Literature review 41
Strategies for improving customer retention 44
Customer retention and employee satisfaction 46
Conclusions 48
Y 3 Achieving Long Term Customer Loyalty: A Strategie
1 Approach 53
Moira Clark and Adrian Payne
Introduction 53
The evolving relationship marketing coneept 53
Customer retention and its impact on profitability 55
A framework for customer retention improvement 57
Conclusions 63
PART TWO — Internal Marketing
, 4 Internal Marketing: Myth versus Reality 69
Deborah Heltnan and Adrian Payne
Introduction 69
Some questions answered about internal marketing 71
Internal marketing in the future 79
Conclusions 80
5 Building Customer Relationships through Internal
Marketing: A Review of an Emerging Field 83
Helen Peck
Introduction 83
Limitations of the traditional model of marketing 84
The emergence of a second paradigm relationship marketing 85
Appropriateness of the marketing paradigms 88
The logic of customer retention 89
Customer satisfaction and service quality 90
The role of internal marketing 101
Service beyond the service sector The convergence of
manufacturing and Services 103
6
Contents
6 Internat Marketing: A New Perspective for HRM 112
Brett Collins and Adrian Payne
Introduction 112
Challenges facing the HR manager 113
The marketing HRM analogy 115
The HRM marketing function 119
Marketing activites 120
Conclusions 127
PART THREE — Managing Relationships ßefore, During and
After the Säle
1 7 Key Account Management in Business to Business
Markets 133
TonyMillman
Introduction 133
KAM as an approach to customer segmentation 134
KAM as a customer retention strategy 136
KAM as a growth/development strategy 138
KAM as an organisational process 138
Implications for management practice 141
Concluding remarks 142
8 Managing Customer Relationships for Profit 145
Kaj Storbacka, Tore Strandvik and Christian Grönroos
Introduction 145
A relationship marketing perspective 146
From Service quality to customer relationship profitability 147
Link 1: The link between Service quality and customer
satisfaction 148
Link 2: The link between customer satisfaction and relationship
strength 151
Link 3: The link between relationship strength and relationship
longevity 154
Link 4: The link between ralationship longevity and customer
relationship profitability 157
Conclusions and further research 161
7
Advances in Relationship Marketing
J9 Managing Service Recovery 166
]~ Colin GArmistead, Graham Clark and Paula Stanley
Introduction 166
The Service profit chain 167
The roleof empowerment 167
Research questions and methodology 171
Results 172
Discussion and analysis 177
Conclusions 179
PART FOUR — Service Quality Themes in Relationship
Marketing
10 Improving the Quality of Services Marketing: Service
(Re)design is the Critical Link 183
David Ballantyne, Martin Christopher and Adrian Payne
Introduction 183
Services marketing concepts of quality 184
Quality and process management in Services 186
Diagnostic levels for Service System (re)design 189
Practical approaches to monitoring Service quality 194
Conclusions 198
11 The Pathology of Company wide Quality Initiatives:
Seven Prescriptions for Failure 205
David Ballantyne, Martin Christopher and Adrian Payne
Introduction 205
Quality as a competitive strategy 208
Seven failure prone prescriptions 209
Getting the prescriptions right 217
0
Contents
PART FIVE — Value Creation Through Relationship Marketing
12 Relationship Marketing from a Value System
Perspective 223
Utajuttner and Hans Peter Wehrli
Introduction: relationship marketing state of the art 223
Relationship marketing within the exchange paradigm 226
Value system design 233
Marketing in existing value systems 236
Marketing in changing value systems 238
Implications for future research 240
13 Re engineering Brand Management Practices within an
Integrated Environment 247
Simon Knox
Introduction: the case for re engineering core business
procedures 247
The traditional approach to building brands 249
The shift towards a re engineered brand management process 250
Managing the integrated brand: process competencies and
activities 251
•*¦ Managing relationships in the supply chain 256
Implications for management: developing functional and
multifunctional responsibilities 257
Future research directions and protocols 259
14 Relationship Marketing: Towards a New Paradigm 263
Moira Clark, Helen Peck, Adrian Payne and Martin Christopher
Introduction 263
The relationship marketing paradigm 264
Structural weakness in organisations 265
Introducing the relationship chain 266
Managing external markets 267
Managing internal markets 270
Defining the value proposition 271
Segmentation, targeting and positioning 272
Operations and delivery systems 274
Delivered satisfaction 275
9
Advances in Relationship Marketing
Measurement and feedback 276
Conclusions 277
Index 281
10
LIST OF FIGURES
1.1 The transition to relationship marketing 30
1.2 The relationship marketing six markets model 31
1.3 The relationship marketing ladder of customer loyalty 34
1.4 Relationship marketing network diagram for British Airways 39
2.1 Summary of research by Temple, Barker Sloan 45
2.2 Link between employee satisfaction and customer retention 46
3 1 Profit impact of a 5 percentage points increase in customer
retention for selected businesses 55
3 2 Customer retention improvement framework 58
3.3 Team based relationship marketing 62
5.1 Marketing paradigms 89
5.2 Development of a customer service orientation 105
6.1 Human resource mission statement 122
6.2 Characterising HR marketing problems 123
6.3 Comparing product development to resolving a complex HR
issue 126
8.1 A relationship profitability model 148
8.2 The link between service quality and customer satisfaction 150
8.3 The link between customer satisfaction and relationship
strength 153
8 4 The link between relationship strength and relationship
longevity 156
8 5 Relationship revenue as a portion of the customer s total
volume 158
11
Advances in Relationship Marketing
8.6 Episode configuration matrix 159
8.7 The link between relationship longevity and customer
relationship profitability 160
9.1 The chain to customer retention 168
9.2 Empowerment matrix 169
10.1 Process management 187
10.2 The diagnostic levels in service system design and redesign 190
10.3 Monitoring and measuring service quality 195
10.4 Branch maintenance (housekeeping) criteria 197
11.1 The quality wheel : turning the wheel of improvement
continuously 211
11.2 Four phases of organisational commitment to quality 213
11.3 Strategic scanning process for quality leadership 216
11.4 How to eliminate quality costs 217
12.1 Conceptual exchange framework 228
12.2 Exchange value dimensions 229
12.3 Exchange focus relationship marketing 229
12.4 Exchange focus value system design 231
12.5 Transactions and relationships 232
12.6 Model of value system generation and renewal 235
12.7 Marketing in value systems 236
13 1 The integrated brand value chain 252
14.1 Marketing as a functional activity 265
14.2 Marketing as a cross functional activity 266
14.3 The relationship management chain 267
14.4 The six markets framework 268
12
LIST OF TABLES
3.1 Percentage of customers who have considered changing
bank 57
6.1 Stereotypical differences between market oriented and
production oriented HR managers with respect to training
programmes 118
6.2 The four elements of the marketing mix 125
8.1 Description of concepts in the relationship profitability
model 149
9.1 Spread of respondents 173
92 Frequency of the need for recovery in a typical operating
unit 173
93 Most common causes of problems 174
9.4 How service recovery is triggered 174
95 The extent to which front line staff take action to solve
problems 175
9.6 Extent of authority of front line staff 175
9.7 Value of average customer spend front line staff can use for
recovery 176
12.1 Marketing exchange understanding 227
12.2 Interactively generating system value 233
73
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| spelling | Advances in relationship marketing ed. by Adrian Payne Relationship marketing 1. publ. London Kogan Page 1995 286 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier The Cranfield management series : Management Klantenservice gtt Marketing gtt Advertisers Attitudes Customer relations Marketing Management Servicepolitik (DE-588)4234502-9 gnd rswk-swf Beziehungsmanagement (DE-588)4326109-7 gnd rswk-swf Qualitätssicherung (DE-588)4126457-5 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Qualitätssicherung (DE-588)4126457-5 s Servicepolitik (DE-588)4234502-9 s DE-604 Beziehungsmanagement (DE-588)4326109-7 s Payne, Adrian Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007108218&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Advances in relationship marketing Klantenservice gtt Marketing gtt Advertisers Attitudes Customer relations Marketing Management Servicepolitik (DE-588)4234502-9 gnd Beziehungsmanagement (DE-588)4326109-7 gnd Qualitätssicherung (DE-588)4126457-5 gnd Marketing (DE-588)4037589-4 gnd |
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| title | Advances in relationship marketing |
| title_alt | Relationship marketing |
| title_auth | Advances in relationship marketing |
| title_exact_search | Advances in relationship marketing |
| title_full | Advances in relationship marketing ed. by Adrian Payne |
| title_fullStr | Advances in relationship marketing ed. by Adrian Payne |
| title_full_unstemmed | Advances in relationship marketing ed. by Adrian Payne |
| title_short | Advances in relationship marketing |
| title_sort | advances in relationship marketing |
| topic | Klantenservice gtt Marketing gtt Advertisers Attitudes Customer relations Marketing Management Servicepolitik (DE-588)4234502-9 gnd Beziehungsmanagement (DE-588)4326109-7 gnd Qualitätssicherung (DE-588)4126457-5 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Klantenservice Marketing Advertisers Attitudes Customer relations Marketing Management Servicepolitik Beziehungsmanagement Qualitätssicherung |
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