Total Relationship Marketing 🔥🔥🔥

Contents

Figures and tables ix

 Preface and acknowledgements to the third edition xi 

Introduction xv

Chapter 1 Relational approaches to marketing 1

 The relational realities of marketing 3 

 RM, CRM, one-to-one, many-to-many: what are they really? 5 

 A new logic for marketing: S-D logic 9 

 Society is a network of relationships – and so is business! 14 

 The roots of RM/CRM 16  Basic values of marketing 18 

 A different set of values: marketing as tricks 22 

 RM versus transaction marketing 24 

 The value-creating network society 25 

 Reflective researchers and reflective practitioners: merging science with 

 common sense and tacit knowledge 26 

 What do we see through the relationship eye-glasses? 28 

 Properties of relationships, networks and interaction 29 

 The 30Rs of RM: introductory specification of 30 relationships 36 

 Summing up: total RM is more ‘ total ’ than ever 40 

 Questions for discussion 41 

Chapter 2 Classic market relationships 43

 Relationship 1 The classic dyad – the relationship between the supplier and 

 the customer 45 

 Relationship 2 The classic triad – the drama of the customer–supplier–

 competitor triangle 57 

 Relationship 3 The classic network – distribution 66 

 Questions for discussion 73 

Chapter 3 Special market relationships 75

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

part-time marketers (PTMs) 77