|
|
|
viii | |
| Preface and acknowledgements |
|
xi | |
| Introduction |
|
xv | |
|
|
|
1 | (32) |
|
What are RM, CRM and 1to1? |
|
|
3 | (6) |
|
Society is a network of relationships-and so is business! |
|
|
9 | (1) |
|
|
|
10 | (3) |
|
Basic values of marketing |
|
|
13 | (4) |
|
RM versus transaction marketing |
|
|
17 | (1) |
|
Common sense, intuition and experience |
|
|
18 | (2) |
|
What do we see through the relationship eye-glasses? |
|
|
20 | (1) |
|
General properties of relationships, networks and interaction |
|
|
20 | (7) |
|
The 30Rs of RM -- introductory specification of thirty relationships |
|
|
27 | (6) |
|
Classic market relationships |
|
|
33 | (26) |
|
The classic dyad -- the relationship between the supplier and the customer |
|
|
35 | (11) |
|
The classic triad -- the drama of the customer-supplier-competitor triangle |
|
|
46 | (6) |
|
The classic network -- distribution channels |
|
|
52 | (7) |
|
Special market relationships |
|
|
59 | (86) |
|
Relationships via full-time marketers (FTMs) and part-time marketers (PTMs) |
|
|
61 | (6) |
|
The service encounter -- interaction between customers and service providers |
|
|
67 | (6) |
|
The many-headed customer and the many-headed supplier |
|
|
73 | (6) |
|
The relationship to the customer's customer |
|
|
79 | (4) |
|
The close versus the distant relationship |
|
|
83 | (4) |
|
The relationship to the dissatisfied customer |
|
|
87 | (6) |
|
The monopoly relationship -- the customer or supplier as prisoners |
|
|
93 | (5) |
|
|
|
98 | (3) |
|
|
|
101 | (10) |
|
Parasocial relationships -- relationships to brands and objects |
|
|
111 | (6) |
|
The non-commercial relationship |
|
|
117 | (5) |
|
|
|
122 | (8) |
|
The law-based relationship |
|
|
130 | (6) |
|
|
|
136 | (9) |
|
|
|
145 | (34) |
|
Personal and social networks |
|
|
147 | (5) |
|
Mega marketing -- the real `customer' is not always found in the marketplace |
|
|
152 | (5) |
|
Alliances change the market mechanisms |
|
|
157 | (5) |
|
The knowledge relationship |
|
|
162 | (6) |
|
Mega alliances change the basic conditions for marketing |
|
|
168 | (4) |
|
The mass media relationship |
|
|
172 | (7) |
|
|
|
179 | (46) |
|
Market mechanisms are brought inside the company |
|
|
181 | (5) |
|
Internal customer relationships |
|
|
186 | (4) |
|
Quality and customer orientation: the relationship between operations management and marketing |
|
|
190 | (7) |
|
Internal marketing -- relationships with the `employee market' |
|
|
197 | (6) |
|
The two-dimensional matrix relationship |
|
|
203 | (7) |
|
The relationship to external providers of marketing services |
|
|
210 | (5) |
|
The owner and financier relationship |
|
|
215 | (10) |
|
|
|
225 | (30) |
|
Return on relationships (ROR) |
|
|
227 | (2) |
|
Satisfaction, loyalty and ROR |
|
|
229 | (3) |
|
Duration, retention and defection |
|
|
232 | (2) |
|
Customer interaction, triplets and tribes |
|
|
234 | (3) |
|
Intellectual capital and the balanced scorecard |
|
|
237 | (6) |
|
Return on the non-measurable |
|
|
243 | (3) |
|
ROR and the whole network |
|
|
246 | (1) |
|
Strategies for improved ROR |
|
|
247 | (2) |
|
An RM-inspired marketing plan and audit |
|
|
249 | (6) |
|
RM, the network organization and the network society |
|
|
255 | (26) |
|
Introducing the new organization |
|
|
257 | (2) |
|
Nobody has seen a corporation! |
|
|
259 | (1) |
|
The company and the market: two phenomena, or two perspectives on the same phenomenon? |
|
|
260 | (5) |
|
Paradoxes of organizations |
|
|
265 | (2) |
|
The human ratio: internal and external `employees' |
|
|
267 | (1) |
|
From delimited structures to boundaryless processes |
|
|
268 | (4) |
|
|
|
272 | (3) |
|
Synthesis 1: from exclusive hierarchies to inclusive networks and processes |
|
|
275 | (3) |
|
Synthesis 2: from partial to complete marketing equilibrium |
|
|
278 | (3) |
|
The genesis of RM and CRM |
|
|
281 | (26) |
|
Theoretical contributions to RM |
|
|
283 | (11) |
|
Current RM and CRM literature: a comparison with the 30R approach |
|
|
294 | (6) |
|
Synthesis of theories and experiences to a more general marketing theory |
|
|
300 | (7) |
|
In conclusion -- RM and CRM provide a paradigm shift! |
|
|
307 | (10) |
|
A paradigm shift in marketing |
|
|
309 | (2) |
|
|
|
311 | (1) |
|
|
|
312 | (1) |
|
The value society and the network society, modernism and post-modernism |
|
|
313 | (1) |
|
Epilogue: approaching the end of the book -- or the beginning? |
|
|
314 | (3) |
| References |
|
317 | (22) |
| Index |
|
339 | |
Other versions by this Author