Relationship Marketing For Competitive Advantage

Foreword ix

Acknowledgements xi

Biographies xiii

1 Relationship marketing: The six markets framework 1

Introduction 1

The Six Markets model 4

Further perspectives 11

The Six Markets model revised 22

More questions of priority and structure 23

Experience in using the Six Markets model 26

Summary 28

References 28

2 The customer market domain: Managing relationships with

buyers, intermediaries and consumers 33

Introduction 33

Buyers, intermediaries and consumers 34

Segmentation and analysis of the customer market domain 37

The decision-making unit 42

Customer acquisition and customer retention 43

Summary 51

References 52

Chapter 2 case studies 53

Case 2.1 Nestlé Buitoni: The house that mamma built 64

Case 2.2 Carlton Electronics 75

Case 2.3 Does Tesco hold all the cards? 79

Case 2.4 Rover Cars: The Catalyst and Conquest ’91 direct

marketing programmes 97

Case 2.5 Direct Line Insurance Plc 111