Strategic Market Relationships From Strategy to Implementation

by Donaldson, Bill; O'Toole, Tom

• ISBN13: 9780470028803
• ISBN10: 0470028807
• Edition: 2nd
• Format: Paperback
• Copyright: 2007-05-21
• Publisher: WILEY

Summary

Strategic Market Relationships, 2 nd Edition develops the reader's understanding of the nature, relevance and importance of creating and sustaining relationships as a strategic resource. It takes a managerial perspective to the study of relationships, from strategy to implementation. The first edition was the first text that comprehensively addressed relationships as a strategic issue, and considering relationships as strategic and as a basis for competition is central to this book. In a nutshell, strategic market relationships is the process of analyzing, formulating and implementing a relationship strategy for an organisation. The new edition is being totally restructured in the light of teaching experience with the book and new research since it was published. Most of the existing content will still be there but presented in a new logic. Continues to map relationships from strategy to implementation Text more clearly divided into strategy and implementation parts Continues to focus on close relationships and on the management of relationships Continues with introductory case illustration and end of chapter teaching cases with many new ones All chapter updated with new research since the last publication Revamped chapter on relationship planning including a stronger focus on strategic choice and relationship development New chapter on relationship types/archetypes to develop on the theme of classification and the management of specific relationships New chapter on organizing relationships New chapter on people and relationships E-relationship chapter integrated into chapter on communication and dialogue in a relationship New chapter on channel relationships Chapter on relationship performance restructured around costs and value. Ethics and researching relationships expanded in the conclusion chapter

Author Biography

Bill Donaldson is Professor of Marketing at The Robert Gordon University and is responsible for research in Marketing within the Aberdeen Business School.

Tom O’Toole is Head of the School of Business at Waterford Institute of Technology.  He lecturers in business strategy and marketing and supervises research in relationships. 

Table of Contents

Preface

About the Authors

Acknowledgements

Relationship strategy

Introduction to strategic market relationships

Relationship-based theories

Relationship Planning and Development

Relationship Types

Networks

Relationship Implementation

Organising for Relationships

People and Relationships

Customer Relationship Management

Relationship communication with a special focus on building relationships through brands and electronic relationships

Channel Relationships

Innovation through Relationships

Relationship internationalisation

Relationship Costs and Value

Strategic market relationships: a final word

References

Index

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