Total relationship marketing: from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of the new marketing paradigm
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford [u.a.]
Butterworth-Heinemann
2000
|
| Ausgabe: | Repr. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIII, 281 S.: Ill., graph. Darst. |
| ISBN: | 075064463X |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
List of figures and tables viii
Preface and acknowledgements xi
Introduction xv
Chapter 1 Rethinking marketing 1
What is relationship marketing? 1
Society is a network of relationships and so is business! 5
The roots of RM 7
Basic values of marketing 8
RM versus transaction marketing 11
Common sense and experience 12
What do we see through the relationship eye glasses? 13
General properties of relationships, networks, and interaction 14
The 3ORs of RM introductory specification of thirty relationships 19
Total relationship marketing 23
Chapter 2 Classic market relationships 25
Relationship 1 The classic dyad the relationship between the
supplier and the customer 25
Relationship 2 The classic triad the drama of the customer
supplier competitor triangle 32 •
Relationship 3 The classic network distribution channels 38
Chapter 3 Special market relationships 45
Relationship 4 Relationships via full time marketers (FTMs) and
part time marketers (PTMs) 45
Relationship 5 The service encounter interaction between the
customer and the service provider 49 •
vi ______^_ Contents
Relationship 6 The many headed customer and the many headed
supplier 57
Relationship 7 The relationship to the customer s customer 62
Relationship 8 The close versus the distant relationship 65
Relationship 9 The relationship to the dissatisfied customer 69
Relationship 10 The monopoly relationship the customer or
supplier as prisoners 75
Relationship 11 The customer as member 79
Relationship 12 The electronic relationship 83
Relationship 13 Parasocial relationships relationships to
symbols and objects 89 .
Relationship 14 The non commercial relationship 95
Relationship 15 The green relationship 99
Relationship 16 The law based relationship 105
Relationship 17 The criminal network 111
Chapter 4 Mega relationships 118
Relationship 18 Personal and social networks 118
Relationship 19 Mega marketing the real customer is not always
found in the marketplace 121
Relationship 20 Alliances change the market mechanisms 126
Relationship 21 The knowledge relationship 131
Relationship 22 Mega alliances change the basic conditions
for marketing 136
Relationship 23 The mass media relationship A 141
Chapter 5 Nano relationships 146
Relationship 24 Market mechanisms are brought inside
the company 146
Relationship 25 Internal customer relationships 151
Relationship 26 Quality providing a relationship between
operations management and marketing 155
Relationship 27 Internal marketing relationships with the
employee market 159
Relationship 28 The two dimensional matrix relationship 163
Relationship 29 The relationship to external providers of
marketing services 169
Relationship 30 The owner and financier relationship 173
Contents vii
Chapter 6 Does RM pay? 183
Return on relationships (ROR) 183
Strategies for improved ROR 197
A RM inspired marketing plan and audit 200
Chapter 7 RM and the new organization 205
Introducing the new organization 205
The significance of relationships for businesses and the market
economy 224
Chapter 8 The genesis of RM 229 •
Contributions to total relationship marketing 229
Toward a total relationship marketing theory 245
Chapter 9 In conclusion RM is a paradigm shift! 252
RM as a paradigm shift 252
New concepts 253
RM and the 4Ps 255
The industrial society and the value society, modernism and
post modernism 255
A note on research method approaching the end or the
beginning? 257
References 259
Index 275
Figures and tables
Figures
Figure 1.1 The basic marketing relationship 1
Figure 1.2 A network of relationships 2
Figure 1.3 RM as a Russian doll, the relationship doll 24
Figure 2.1 The three forces of the market economy which
together can create marketing equilibrium 34
Figure 3.1 Internal and external FTMs and PTMs 46
Figure 3.2 Principal components of the marketing function of a
manufacturer of industrial equipment 47
Figure 3.3 FTMs and PTMs in a consulting firm 49
Figure 3.4 Interactive service production and marketing from
the customer perspective 51
Figure 3.5 Relationships between the many headed supplier
and the many headed customer 58
Figure 3.6 Networks of relationships. 61
Figure 3.7 Customer supplier consumer relationships as a
never ending chain 63
Figure 3.8 The physical proximity to the customer versus
the distant relationship via market research reports 66
Figure 3.9 Alternative relationships to the dissatisfied customer 72
Figure 3.10 The relationship between payment of taxes and
public services and the customer/citizen 96
Figure 3.11 The company and its relationships in the green network 101
Figure 3.12 The law based relationship as a substitute for
burst social and business relationships 108
Figure 4.1 Different types of relationships that constitue an
individual s social network 119
Figure 4.2 The real customer can be found in a non market
network above the market 124
Figure 4.3 Director of intellectual capital 137
Figures and tables ix
Figure 5.1 Market mechanisms are brought inside the organization 147
Figure 5.2 Relationships between internal customers, internal
suppliers and external customers in a hierarchical structure 152
Figure 5.3 The interaction in an interfunctional R D project 155
Figure 5.4 TQM forging a relationship between marketing functions
and technical functions 157
Figure 5.5 The difference between internal and external marketing
and the link between them 160
Figure 5.6 Two pages from a pamphlet used in Rifa s internal
marketing 162
Figure 5.7 The communications pattern at Skandia in 1978 168
Figure 5.8 The matrix organization for Skandia Northern Europe
in 1993 169
Figure 5.9 Relationships between marketing, ownership/investors
and other influencers 176
Figure 6.1 Loyalty accounting matrix 185
Figure 6.2 A relationship profitability model 186
Figure 7.1 Three cases of transaction costs 210
Figure 7.2 The traditional image of the firm and the market in
systems theory, transaction cost analysis and economics versus
the complex network reality 212
Figure 7.3 The dino organization versus the imaginary
organization 214
Figure 7.4 Shifting from structure in focus supported by processes,
to processes in focus supported by structure 220
Figure 7.5 Organizational structure transitions 222
Figure 7.6 The corporation as many images at the same time 223
Figure 7.7 Today the company and the market are controlled
by the same forces 227
Figure 7.8 Complete marketing equilibrium in the network, both
outside and inside the organization 227
Figure 8.1 Marketing and production in the industrial and
value societies 233
Figure 8.2 The marketing management and mix theory 247
Figure 8.3 The forced transition of the marketing management
and mix theory to other types of marketing 247
Figure 8.4 Real world data as the basis for three substantive
marketing theories 248
Figure 8.5 The substantive domains of the marketing theories 248
Figure 8.6 Contributions to RM from marketing theories, other
theories and practical experience 249
Figure 8.7 Synthesis of specific theories and experiences into TRM 250
Figure 9.1 A shift from the 4Ps to relationships, networks and interaction 256
x Figures and tables
Tables
Table 1.1 The thirty relationships of RM the 3ORs 20
Table 3.1 Examples of power organization effects on relationships 76
Table 3.2 Drives of companies to deal with environmental and
health issues 103
Table 8.1 Selected definitions which emphasize different aspects
of RM 243
Table 8.2 Comparison between categories in multi relationship
approaches. 244
Table 9.1 RM as a paradigm shift in marketing 253
|
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV013551746 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T18:47:50Z |
| institution | BVB |
| isbn | 075064463X |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-009253849 |
| oclc_num | 59403960 |
| open_access_boolean | |
| owner | DE-N2 DE-188 |
| owner_facet | DE-N2 DE-188 |
| physical | XIII, 281 S.: Ill., graph. Darst. |
| publishDate | 2000 |
| publishDateSearch | 2000 |
| publishDateSort | 2000 |
| publisher | Butterworth-Heinemann |
| record_format | marc |
| spelling | Gummesson, Evert Verfasser aut Total relationship marketing from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of the new marketing paradigm Evert Gummesson Repr. Oxford [u.a.] Butterworth-Heinemann 2000 XIII, 281 S.: Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing gtt Relatiemarketing gtt Relationship marketing Marketing (DE-588)4037589-4 gnd rswk-swf Beziehungsmarketing (DE-588)4789127-0 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Beziehungsmanagement (DE-588)4326109-7 gnd rswk-swf Marketing (DE-588)4037589-4 s Kundenmanagement (DE-588)4236865-0 s Beziehungsmanagement (DE-588)4326109-7 s DE-188 Beziehungsmarketing (DE-588)4789127-0 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009253849&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Gummesson, Evert Total relationship marketing from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of the new marketing paradigm Marketing gtt Relatiemarketing gtt Relationship marketing Marketing (DE-588)4037589-4 gnd Beziehungsmarketing (DE-588)4789127-0 gnd Kundenmanagement (DE-588)4236865-0 gnd Beziehungsmanagement (DE-588)4326109-7 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4789127-0 (DE-588)4236865-0 (DE-588)4326109-7 |
| title | Total relationship marketing from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of the new marketing paradigm |
| title_auth | Total relationship marketing from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of the new marketing paradigm |
| title_exact_search | Total relationship marketing from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of the new marketing paradigm |
| title_full | Total relationship marketing from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of the new marketing paradigm Evert Gummesson |
| title_fullStr | Total relationship marketing from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of the new marketing paradigm Evert Gummesson |
| title_full_unstemmed | Total relationship marketing from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of the new marketing paradigm Evert Gummesson |
| title_short | Total relationship marketing |
| title_sort | total relationship marketing from the 4ps product price promotion place of traditional marketing management to the 30rs the thirty relationships of the new marketing paradigm |
| title_sub | from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of the new marketing paradigm |
| topic | Marketing gtt Relatiemarketing gtt Relationship marketing Marketing (DE-588)4037589-4 gnd Beziehungsmarketing (DE-588)4789127-0 gnd Kundenmanagement (DE-588)4236865-0 gnd Beziehungsmanagement (DE-588)4326109-7 gnd |
| topic_facet | Marketing Relatiemarketing Relationship marketing Beziehungsmarketing Kundenmanagement Beziehungsmanagement |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009253849&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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