Relationship marketing : exploring relational strategies in marketing / John Egan

Preface ix
Acknowledgements xi
List of abbreviations
xiv
Part I RELATIONSHIPS 1 (110)
Relationships in marketing
3 (27)
Key issues
3 (1)
Introduction
3 (1)
Influences on relational strategy development
4 (4)
RM development
8 (4)
Antecedents of RM
12 (2)
The development of RM
14 (4)
Towards a definition of RM
18 (6)
Summary
24 (1)
Discussion questions
25 (1)
Case study: Now that's really radical
25 (2)
References
27 (3)
Relationships
30 (21)
Key issues
30 (1)
Introduction
30 (1)
Relationships
30 (1)
Relationship forming
31 (1)
Categorising relationships
32 (4)
Relationship loyalty
36 (6)
Unrealistic relationship development
42 (3)
Relationships in context
45 (1)
Summary
46 (1)
Discussion questions
46 (1)
Case study: Manchester United plans to establish fans' forum
47 (1)
References
48 (3)
Relationship economics
51 (24)
Key issues
51 (1)
Introduction
51 (1)
Relationship economics
51 (2)
Customer acquisition
53 (1)
Customer retention
53 (1)
Acquisition and retention costs
54 (3)
Economics of retention strategies
57 (5)
Marketing reality
62 (1)
Lifetime value
63 (1)
Switching costs
64 (2)
Relationship longevity
66 (2)
Knowing your customer
68 (2)
The validity of relationship economics
70 (1)
Summary
71 (1)
Discussion questions
71 (1)
Case study: IKEA has to look out for retailer's friendly touch
71 (2)
References
73 (2)
Strategy continuum
75 (13)
Key issues
75 (1)
Introduction
75 (1)
RM in context
75 (1)
RM/TM continuum
76 (3)
Marketing implications
79 (1)
Continuum drivers
80 (3)
Summary
83 (1)
Discussion questions
84 (1)
Case study: Inside track
84 (2)
References
86 (2)
Relationship drivers
88 (23)
Key issues
88 (1)
Introduction
88 (1)
Risk, salience and emotion
88 (3)
Trust and commitment
91 (5)
Perceived need for closeness
96 (1)
Customer satisfaction
97 (9)
Summary
106 (1)
Discussion questions
107 (1)
Case study: A question of trust
107 (2)
References
109 (2)
Part II THE CORE FIRM AND ITS RELATIONSHIPS 111 (74)
Customer partnerships
115 (22)
Key issues
115 (1)
Introduction
115 (1)
Customer focus
115 (2)
Services
117 (2)
Service industries
119 (2)
Customer service
121 (3)
Building customer relationships
124 (6)
Profit chains
130 (3)
Summary
133 (1)
Discussion questions
133 (1)
Case study: Mr Clean: biography of Toffael Rashid
133 (2)
References
135 (2)
Internal partnerships
137 (18)
Key issues
137 (1)
Introduction
137 (1)
Customer--employee interface
137 (1)
Theory development
138 (2)
The internal market
140 (1)
The functional interface
141 (3)
Climate and culture
144 (1)
Employee retention and loyalty
144 (1)
Empowerment
145 (2)
IM implementations
147 (2)
Conclusion
149 (1)
Summary
150 (1)
Discussion questions
151 (1)
Case study: Employees hold key to thwarting the competition
151 (1)
References
152 (3)
Supplier partnerships
155 (13)
Key issues
155 (1)
Introduction
155 (1)
Supplier partnerships
156 (1)
Business-to-business relationship research
156 (1)
Business relationships
157 (2)
Partnering
159 (1)
Culture gap
160 (1)
Partnership costs and benefits
161 (1)
Power
162 (1)
The downside of B2B partnerships
162 (2)
Summary
164 (1)
Discussion questions
164 (1)
Case study: What to buy
164 (2)
References
166 (2)
External partnerships
168 (17)
Key issues
168 (1)
Introduction
168 (1)
Horizontal partnerships
168 (1)
Relationship research
169 (1)
Networks and collaboration
170 (1)
Networks
171 (1)
Collaboration
172 (1)
Collaboration types
172 (3)
Developing collaborative relationships
175 (3)
Downsides
178 (1)
Other relationships
179 (2)
Conclusion
181 (1)
Summary
181 (1)
Discussion questions
181 (1)
Case study: Star Alliance saving customers $100 million annually
182 (1)
References
183 (2)
Part III MANAGING AND CONTROLLING THE RELATIONSHIP 185 (40)
Relationship technology
187 (19)
Key issues
187 (1)
Introduction
187 (2)
Manufacturing technology
189 (2)
Information technology
191 (3)
Marketing types
194 (4)
The changing marketplace
198 (3)
Summary
201 (1)
Discussion questions
202 (1)
Case study: End of the line for loyalty?
202 (2)
References
204 (2)
Relationship management
206 (19)
Key issues
206 (1)
Introduction
206 (1)
Relationship management
207 (1)
Marketing plan
208 (5)
Managing relationships
213 (3)
Criticism of RM
216 (4)
Summary
220 (1)
Discussion questions
220 (1)
Case study: `A difficult age'
221 (1)
References
222 (3)
Index 225

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