There is more and more evidence that economic effectiveness and quality in customer relations must be viewed as a separate strategic issue in marketing. The attributes of exchanges, i.e. reciprocity, interdependence, partnership and transparency vis-a-vis every single customer create more profit and value for the company than do "negotiating power" and "market dominance". This book encompasses strategical as well as operational points of view and gives a complete overview of strategic relationship marketing and the theoretical rationals and paradigms. The authors introduce the concept of relationship networks and discuss how to deal with the influence of relationship. Relationship marketing is dealt with as a real marketing discipline integrating economics, institutional factors, behavioral aspects and strategy.
Preface
Part I : The Value of Relationships
Chapter 1 : Understanding Buyer-Seller Relationships
Chapter 2 : A Systematic Approach to Buyer-Seller Relationships
Chapter 3 : Discovering the Economics of Customer Relationships
Chapter 4 : Customer Loyalty and the Effect on Business Economics
Part II : Preconditions for Building Successful Relationships
Chapter 5 : Understanding the Driving Forces of Customer Relationships
Chapter 6 : Supplier Relationship Levels - Consequences and Contents
Chapter 7 : Relationships in Different Environments
Part III : Relationship Marketing Strategies
Chapter 8 : The Individualised Approach to Relationships
Chapter 9 : Generic Relationship Marketing Strategies
Chapter 10 : Risks and Benefits of Relationships
Chapter 11 : Cases
Abbreviations
Index of subjects
