Total Relationship Marketing : Marketing Management, Relationship Strategy ,CRM, and a New Dominant Logic for the Value-Creating Network Economy

by Gummesson,Evert

• ISBN13: 9780750686334
• ISBN10: 0750686332
• Edition: 3rd
• Format: Paperback
• Copyright: 2008-05-29
• Publisher: Routledge

Summary

This third edition of Total Relationship Marketing confirms it as a classic text on the subject of relationship marketing and CRM, areas which have become accepted - and debated - parts of marketing but are currently undergoing dramatic change. A major contribution to marketing thought internationally, this seminal title presents a powerful in-depth analysis of relational approaches to marketing where the three words relationships, networks and interaction are king. The book effects a dramatic shift in the fundamentals of marketing thought, with the author's refined model of thirty relationships, the 30Rs, presenting a sophisticated and cogent challenge to the traditional 4Ps schema. Previous editions were widely praised as breakthrough texts in the field, combining incisive and searching analysis with an accessible and pragmatic approach to putting the theory to work. This third edition is the first book on relationship marketing and CRM to integrate the ongoing evolution in marketing through the service-dominant logic, lean consumption and the customer's value chain, the augmented role of the customer in value creation, the increasing importance of customer-to-customer (C2C) interaction, network-based many-to-many marketing, and marketing accountability and metrics. It addresses both the high tech, information technology aspects of marketing and the high touch, human aspects. Further, customer-centricity is suggested to be broadened to balanced centricity, a trade-off between the needs of all stakeholders of a network of relationships. Examples, cases, concepts and references have been updated. Highly informative, practical in style and packed with illustrations from real companies, Total Relationship Marketing is an essential resource for all serious marketing practitioners as well as undergraduate and postgraduate students.

Table of Contents

Figures and tables

Preface

Acknowledgements

Introduction

Rethinking marketing What are RM, CRM and 1to1? Society is a network of relationships - and so is business! The roots of RM Basic values of marketing RM versus transaction marketing Common sense, intuition and experience What do we see through the relationship eye-glasses? General properties of relationships, networks and interaction The 30Rs of RM - introductory specification of thirty relationships

Classis market relationships

Relationship 1 The classid dyad - the relationship between the supplier and the customer

Relationship 2 The classic triad - the drama of the customer-supplier-competitive triangle

Relationship 3 The classic network - distribution channels

Special market relationships

Relationship 4 Relationships via full-time marketers (FTMs) and part-time marketers (PTMs)

Relationship 5 The service encounter - interaction between customers and service providers

Relationship 6 The many-headed customer and the many-headed supplier

Relationship 7 The relationship to the customer's customer

Relationship 8 The close versus the distant relationship

Relationship 9 The relationship to the satisfied customer

Relationship 10 The monopoly relationship - the customer or supplier as prisoners

Relationship 11 The customer as 'member'

Relationship 12 The e-relationship

Relationship 13 Parasocial relationships - relationships to brands and objects

Relationship 14 The non-commercial relationship

Relationship 15 The green relationship

Relationship 16 The law-based relationship

Relationship 17 The criminal network

Mega relationships

Relationship 18 Personal and social networks

Relationship 19 Mega marketing - the real 'customer' is not always found in the marketplace

Relationship 20 Alliances change the market relationships

Relationship 21 The knowledge relationship

Relationship 22 Mega alliances change the basic conditions for marketing

Relationship 23 The mass media relationship

Nano relationships

Relationship 24 Market mechanisms are brought inside the company

Relationship 25 Internal customer relationships

Relationship 26 Quality and customer orientation: the relationship between operations management and marketing

Relationship 27 Internal marketing - relationships with the 'employee market'

Relationship 28 The two-dimensional matrix relationship

Relationship 29 The relationship to external providers of marketing services

Relationship 30 The owner and financier relationship

Do RM and CRM pay? Return on relationships (ROR) Satisfaction, loyalty and ROR Duration, retention and defection Customer interaction, triplets and tribes Intellectual capital and the balanced scorecard Return on the non-measurable ROR and the whole network Strategies for improved ROR An RM-inspired marketing plan and audit

RM, the network organization and the network society Introducing the new organization Nobody has seen a corporation! The company and the market: two phenomena, or two perspectives on the same phenomenon? Paradoxes of organizations The human ratio: internal and external 'employees' From delimited structures to boundaryless processes Our need for security Synthesis 1: from exclusive hierarchies to inclusive networks and processes Synthesis 2: from partial to complete marketing equilibrium

The genesis of RM and CRM Theoretical contributions to RM Current RM and CRM literature: a comparison with the 30R approach Synthesis of theories and experiences to a more general marketing theory

In conclusion - RM and CRM provide a paradigm shift! A paradigm shift in marketing New concepts RM, CRM and the 4Ps The value society and the network society, m

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