Total Relationship Marketing (2ND)

Total Relationship Marketing (2ND)

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  • 製本 Paperback:紙装版/ペーパーバック版/ページ数 320 p.
  • 言語 ENG
  • 商品コード 9780750654074
  • DDC分類 658.812

Table of Contents

        Figures and tables                         viii
Preface and acknowledgements xi
Introduction xv
Rethinking marketing 1 (32)
What are RM, CRM and 1to1? 3 (6)
Society is a network of relationships-and 9 (1)
so is business!
The roots of RM 10 (3)
Basic values of marketing 13 (4)
RM versus transaction marketing 17 (1)
Common sense, intuition and experience 18 (2)
What do we see through the relationship 20 (1)
eye-glasses?
General properties of relationships, 20 (7)
networks and interaction
The 30Rs of RM -- introductory 27 (6)
specification of thirty relationships
Classic market relationships 33 (26)
The classic dyad -- the relationship 35 (11)
between the supplier and the customer
The classic triad -- the drama of the 46 (6)
customer-supplier-competitor triangle
The classic network -- distribution channels 52 (7)
Special market relationships 59 (86)
Relationships via full-time marketers 61 (6)
(FTMs) and part-time marketers (PTMs)
The service encounter -- interaction 67 (6)
between customers and service providers
The many-headed customer and the 73 (6)
many-headed supplier
The relationship to the customer's customer 79 (4)
The close versus the distant relationship 83 (4)
The relationship to the dissatisfied 87 (6)
customer
The monopoly relationship -- the customer 93 (5)
or supplier as prisoners
The customer as `member' 98 (3)
The e-relationship 101 (10)
Parasocial relationships -- relationships 111 (6)
to brands and objects
The non-commercial relationship 117 (5)
The green relationship 122 (8)
The law-based relationship 130 (6)
The criminal network 136 (9)
Mega relationships 145 (34)
Personal and social networks 147 (5)
Mega marketing -- the real `customer' is 152 (5)
not always found in the marketplace
Alliances change the market mechanisms 157 (5)
The knowledge relationship 162 (6)
Mega alliances change the basic conditions 168 (4)
for marketing
The mass media relationship 172 (7)
Nano relationships 179 (46)
Market mechanisms are brought inside the 181 (5)
company
Internal customer relationships 186 (4)
Quality and customer orientation: the 190 (7)
relationship between operations management
and marketing
Internal marketing -- relationships with 197 (6)
the `employee market'
The two-dimensional matrix relationship 203 (7)
The relationship to external providers of 210 (5)
marketing services
The owner and financier relationship 215 (10)
Do RM and CRM pay? 225 (30)
Return on relationships (ROR) 227 (2)
Satisfaction, loyalty and ROR 229 (3)
Duration, retention and defection 232 (2)
Customer interaction, triplets and tribes 234 (3)
Intellectual capital and the balanced 237 (6)
scorecard
Return on the non-measurable 243 (3)
ROR and the whole network 246 (1)
Strategies for improved ROR 247 (2)
An RM-inspired marketing plan and audit 249 (6)
RM, the network organization and the network 255 (26)
society
Introducing the new organization 257 (2)
Nobody has seen a corporation! 259 (1)
The company and the market: two phenomena, 260 (5)
or two perspectives on the same phenomenon?
Paradoxes of organizations 265 (2)
The human ratio: internal and external 267 (1)
`employees'
From delimited structures to boundaryless 268 (4)
processes
Our need for security 272 (3)
Synthesis 1: from exclusive hierarchies to 275 (3)
inclusive networks and processes
Synthesis 2: from partial to complete 278 (3)
marketing equilibrium
The genesis of RM and CRM 281 (26)
Theoretical contributions to RM 283 (11)
Current RM and CRM literature: a comparison 294 (6)
with the 30R approach
Synthesis of theories and experiences to a 300 (7)
more general marketing theory
In conclusion -- RM and CRM provide a 307 (10)
paradigm shift!
A paradigm shift in marketing 309 (2)
New concepts 311 (1)
RM, CRM and the 4Ps 312 (1)
The value society and the network society, 313 (1)
modernism and post-modernism
Epilogue: approaching the end of the book 314 (3)
-- or the beginning?
References 317 (22)
Index 339