Contenu
"At last a book that can be used to teach Managing Marketing Relationships that is not how to capture consumers by loyalty programmes or exploit our databases." --Ian Wilkinson, University of New South Wales, Australia "This book is very clear and well structured and the illustrations will really help readers to understand this area." --David Ford, University of Bath , UK Organisations have to manage multiple and overlapping relationships and the increasing power and prevalence of these relationships means that they are at the centre of strategic decision-making. In this book, Donaldson and O'Toole address how organisations originate, sustain and develop relationships with customers, suppliers, competitors and other stakeholders from a strategic perspective. By comprehensively addressing relationships as a strategic issue and a basis for competition, firms can combine resources and accelerate learning across organisational boundaries to create a winning strategy for the future. Strategic Market Relationships is essential reading for students studying relationship strategy, management or marketing. It is also an excellent guide for all managers who wish to gain a greater understanding of strategic market relationships. This new edition has been thoroughly revised without losing any themes from the first edition. Strategic Market Relationships will: * Present new themes and frameworks in areas such as relationship planning, relationship implementation, customer relationship management, communication in relationships via brands and electronic relationships. * Provide an opportunity to improve decision-making skills for suppliers in the implementation of customer-driven programmes and for buyers in choosing suppliers. Contain two case studies in each chapter, a commencement case illustration and an end of chapter teaching case, which demonstrate various aspects of relationships.