Total relationship marketing: marketing strategy moving from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of a new marketing paradigm
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Oxford [u.a.]
Butterworth-Heinemann
2002
|
| Edition: | 2. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XIII, 350 S. Ill., graph. Darst. |
| ISBN: | 0750654074 |
Staff View
MARC
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| 245 | 1 | 0 | |a Total relationship marketing |b marketing strategy moving from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of a new marketing paradigm |c Evert Gummesson |
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Record in the Search Index
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|---|---|
| adam_text | Contents
Figures and tables vyj
Preface and acknowledgements xi
Introduction xv
Chapter 1 Rethinking marketing 1
What are KM, CRM and ltol? 3
Society is a network of relationships and so is business! 9
The roots of RM 10
Basic values of marketing 13
RM versus transaction marketing 17
Common sense, intuition and experience 18
What do we see through the relationship eye glasses? 20
General properties of relationships, networks and interaction 20
The 3ORs of RM introductory specification of thirty relationships 27
Chapter 2 Classic market relationships 33
Relationship 1 The classic dyad the relationship between the supplier and the
customer 35
Relationship 2 The classic triad the drama of the customer supplier competitor
triangle 46
Relationship 3 The classic network distribution channels 52
Chapter 3 Special market relationships 59
Relationship 4 Relationships via full time marketers (FTMs) and part time marketers
(PTMs) 61
Relationship 5 The service encounter interaction between customers and service
providers 67
Relationship 6 The many headed customer and the many headed supplier 73
Relationship 7 The relationship to the customer s customer 79
Relationship 8 The close versus the distant relationship 83
Vj Contents
Relationship 9 The relationship to the dissatisfied customer 87
Relationship 10 The monopoly relationship the customer or supplier as prisoners 93
Relationship 11 The customer as member 98
Relationship 12 The e relationship 101
Relationship 13 Parasocial relationships relationships to brands and objects 111
Relationship 14 The non commercial relationship 11
Relationship 15 The green relationship 122
Relationship 16 The law based relationship 130
Relationship 17 The criminal network 13
Chapter 4 Mega relationships 145
Relationship 18 Personal and social networks 147
Relationship 19 Mega marketing the real customer is not always found in the
marketplace 1
Relationship 20 Alliances change the market mechanisms 157
Relationship 21 The knowledge relationship 162
Relationship 22 Mega alliances change the basic conditions for marketing 168
Relationship 23 The mass media relationship 172
Chapter 5 Nano relationships 1^9
Relationship 24 Market mechanisms are brought inside the company 181
Relationship 25 Internal customer relationships 186
Relationship 26 Quality and customer orientation: the relationship between operations
management and marketing •*¦
Relationship 27 Internal marketing relationships with the employee market 197
Relationship 28 The two dimensional matrix relationship 203
Relationship 29 The relationship to external providers of marketing services 210
Relationship 30 The owner and financier relationship 215
Chapter 6 Do RM and CRM pay? 225
Return on relationships (ROR) 227
Satisfaction, loyalty and ROR 229
Duration, retention and defection 232
Customer interaction, triplets and tribes 234
Intellectual capital and the balanced scorecard 23/
Return on the non measurable 243
ROR and the whole network 246
Strategies for improved ROR 247
An RM inspired marketing plan and audit 249
Contents vij
Chapter 7 RM, the network organization and the network society 255
Introducing the new organization 257
Nobody has seen a corporation! 259
The company and the market: two phenomena, or two perspectives on the same
phenomenon? 260
Paradoxes of organizations 265
The human ratio: internal and external employees 267
From delimited structures to boundaryless processes 268
Our need for security 272
Synthesis 1: from exclusive hierarchies to inclusive networks and processes 275
Synthesis 2: from partial to complete marketing equilibrium 278
Chapter 8 The genesis of RM and CRM 281
Theoretical contributions to RM 283
Current RM and CRM literature: a comparison with the 30R approach 294
Synthesis of theories and experiences to a more general marketing theory 300
Chapter 9 In conclusion RM and CRM provide a paradigm shift! 307
A paradigm shift in marketing 309
New concepts 311
RM, CRM and the 4Ps 312
The value society and the network society, modernism and post modernism 313
Epilogue: approaching the end of the book or the beginning? 314
References 317
Index 339
Figures and tables
Figures
Figure 1.1 The basic marketing relationship 4
Figure 1.2 A network of relationships 4
Figure 2.1 The three forces of the market economy which together can create
marketing equilibrium 48
Figure 3.1 Internal and external FTMs and PTMs 62
Figure 3.2 Principal components of the marketing function of a manufacturer of
industrial equipment 63
Figure 3.3 FTMs and PTMs in a consulting firm 65
Figure 3.4 Interactive service production and marketing from the customer
perspective 68
Figure 3.5 Relationships between the many headed supplier and the
many headed customer ^4
Figure 3.6 Networks of relationships 77
Figure 3.7 Customer supplier consumer relationships as a never ending chain 81
Figure 3.8 The physical proximity to the customer versus the distant
relationship via market research reports 83
Figure 3.9 Alternative relationships to the dissatisfied customer 90
Figure 3.10 The relationship between payment of taxes and public services
and the customer/citizen H9
Figure 3.11 The company and its relationships in the green network 124
Figure 3.12 The law based relationship as a substitute for burst social
and business relationships 132
Figure 4.1 Different types of relationships that constitute an individual s social
network 148
Figure 4.2 The real customer can be found in a non market network above the
market 153
Figure 4.3 Director of intellectual capital 168
Figures and tables jx
Figure 5.1 Market mechanisms are brought inside the organization 182
Figure 5.2 Relationships between internal customers, internal suppliers and
external customers in a hierarchical structure 188
Figure 5.3 The interaction in an interfunctional R D project 191
Figure 5.4 TQM forging a relationship between marketing functions and technical
functions 194
Figure 5.5 The difference between internal and external marketing, and the link
between them 198
Figure 5.6 Two pages from a pamphlet used in Rifa s internal marketing 201
Figure 5.7 The communications pattern at Skandia in 1978 207
Figure 5.8 The matrix organization for Skandia Northern Europe in 1993 208
Figure 5.9 Relationships between marketing, ownership/investors and other
influencers 216
Figure 6.1 Loyalty accounting matrix 230
Figure 6.2 A relationship profitability model 231
Figure 7.1 Three cases of transaction costs 263
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 264
Figure 7.3 The dino organization versus the network organization 266
Figure 7.4 Shifting from structure in focus supported by processes, to processes
in focus supported by structure 272
Figure 7.5 Organizational structure transitions 276
Figure 7.6 The corporation as many images at the same time 277
Figure 7.7 Today, the company and the market are controlled by the same forces 278
Figure 7.8 Complete marketing equilibrium in the network, both outside and
inside the organization 279
Figure 8.1 Marketing and production in the industrial and value societies 286
Figure 8.2 The marketing management and mix theory 301
Figure 8.3 The forced transition of the marketing management and mix theory
to other types of marketing 302
Figure 8.4 Real world data as the basis for three substantive marketing theories 302
Figure 8.5 The substantive domains of the marketing theories 303
Figure 8.6 Contributions to RM from marketing theories, other theories and
practical experience 304
Figure 8.7 Synthesis of specific theories and experiences into a more general
marketing theory ^05
Figure 9.1 A shift from the 4Ps to relationships, networks and interaction 312
x Figures and tables
Tables
Table 1.1 The thirty relationships of RM the 3ORs 28
Table 3.1 Examples of power organization effects on relationships 94
Table 3.2 Drives of companies to deal with environmental and health issues 126
Table 8.1 Selected definitions which emphasize different aspects of RM and CRM 297
Table 8.2 Comparison between categories in multi relationship approaches 299
Table 9.1 The characteristics of my RM and CRM concept and their contribution
to a paradigm shift in marketing 310
|
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| id | DE-604.BV014522115 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T19:03:14Z |
| institution | BVB |
| isbn | 0750654074 |
| language | English |
| lccn | 2002074374 |
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| spelling | Gummesson, Evert Verfasser aut Total relationship marketing marketing strategy moving from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of a new marketing paradigm Evert Gummesson 2. ed. Oxford [u.a.] Butterworth-Heinemann 2002 XIII, 350 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Relationship marketing Beziehungsmanagement (DE-588)4326109-7 gnd rswk-swf Beziehungsmarketing (DE-588)4789127-0 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Unternehmen (DE-588)4061963-1 s Marketing (DE-588)4037589-4 s Kundenmanagement (DE-588)4236865-0 s Beziehungsmanagement (DE-588)4326109-7 s DE-604 Beziehungsmarketing (DE-588)4789127-0 s 1\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009887176&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Gummesson, Evert Total relationship marketing marketing strategy moving from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of a new marketing paradigm Relationship marketing Beziehungsmanagement (DE-588)4326109-7 gnd Beziehungsmarketing (DE-588)4789127-0 gnd Kundenmanagement (DE-588)4236865-0 gnd Unternehmen (DE-588)4061963-1 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4326109-7 (DE-588)4789127-0 (DE-588)4236865-0 (DE-588)4061963-1 (DE-588)4037589-4 |
| title | Total relationship marketing marketing strategy moving from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of a new marketing paradigm |
| title_auth | Total relationship marketing marketing strategy moving from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of a new marketing paradigm |
| title_exact_search | Total relationship marketing marketing strategy moving from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of a new marketing paradigm |
| title_full | Total relationship marketing marketing strategy moving from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of a new marketing paradigm Evert Gummesson |
| title_fullStr | Total relationship marketing marketing strategy moving from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of a new marketing paradigm Evert Gummesson |
| title_full_unstemmed | Total relationship marketing marketing strategy moving from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of a new marketing paradigm Evert Gummesson |
| title_short | Total relationship marketing |
| title_sort | total relationship marketing marketing strategy moving from the 4ps product price promotion place of traditional marketing management to the 30rs the thirty relationships of a new marketing paradigm |
| title_sub | marketing strategy moving from the 4Ps - product, price, promotion, place - of traditional marketing management to the 30Rs - the thirty relationships - of a new marketing paradigm |
| topic | Relationship marketing Beziehungsmanagement (DE-588)4326109-7 gnd Beziehungsmarketing (DE-588)4789127-0 gnd Kundenmanagement (DE-588)4236865-0 gnd Unternehmen (DE-588)4061963-1 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Relationship marketing Beziehungsmanagement Beziehungsmarketing Kundenmanagement Unternehmen Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009887176&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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