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9780471494430

Strategic Market Relationships

by ;
  • ISBN13:

    9780471494430

  • ISBN10:

    0471494437

  • Format: Paperback
  • Copyright: 2002-03-01
  • Publisher: WILEY
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Summary

Marketing has evolved rapidly both as an academic and practical discipline and is now regarded as a fundamental part of the activities of most progressive business and organizations. Strategic Market Relationships provides a re-examination of the nature and scope of marketing as a subject and develops ideas about how organizations originate, sustain and develop relationships with their customers and suppliers.

Author Biography

<B>BILL DONALDSON </b>is Director of Marketing and a Senior Lecturer at the Strathclyde Graduate Business School <p> <b>TOM O'TOOLE </b> is Head of the Management and Organisation department at Waterford Institute of Technology where he lectures in business strategy and international marketing

Table of Contents

Preface.
Acknowledgements.
Introduction to Strategic Market Relationships.
Relationships are Strategic.
Relationship-based Theories.
Relationship Planning.
Networks.
Relationship Classification and Development.
The 5-S Framework of Relationship Management Implementation.
Customer Relationship Management.
E-relationships.
Innovation and Strategic Market Relationships.
Relationship Internationalisation.
Relationship Performance.
Strategic Market Relationships: Conclusions and Further Reflections.
References.
Index

Supplemental Materials

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