Strategic Market Relationships
From Strategy to Implementation
(Sprache: Englisch)
Strategic Market Relationships describes the process of analyzing, formulating, and implementing a relationship strategy for an organization. Now in an updated second edition, this essential organizational tool helps readers understand the nature,...
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Strategic Market Relationships describes the process of analyzing, formulating, and implementing a relationship strategy for an organization. Now in an updated second edition, this essential organizational tool helps readers understand the nature, relevance, and importance of creating and sustaining relationships as a strategic resource.
Klappentext zu „Strategic Market Relationships “
"At last a book that can be used to teach Managing Marketing Relationships that is not how to capture consumers by loyalty programmes or exploit our databases."--Ian Wilkinson, University of New South Wales, Australia
"This book is very clear and well structured and the illustrations will really help readers to understand this area."
--David Ford, University of Bath , UK
Organisations have to manage multiple and overlapping relationships and the increasing power and prevalence of these relationships means that they are at the centre of strategic decision-making. In this book, Donaldson and O'Toole address how organisations originate, sustain and develop relationships with customers, suppliers, competitors and other stakeholders from a strategic perspective. By comprehensively addressing relationships as a strategic issue and a basis for competition, firms can combine resources and accelerate learning across organisational boundaries to create a winning strategy for the future.
Strategic Market Relationships is essential reading for students studying relationship strategy, management or marketing. It is also an excellent guide for all managers who wish to gain a greater understanding of strategic market relationships.
This new edition has been thoroughly revised without losing any themes from the first edition. Strategic Market Relationships will:
* Present new themes and frameworks in areas such as relationship planning, relationship implementation, customer relationship management, communication in relationships via brands and electronic relationships.
* Provide an opportunity to improve decision-making skills for suppliers in the implementation of customer-driven programmes and for buyers in choosing suppliers.
Contain two case studies in each chapter, a commencement case illustration and an end of chapter teaching case, which demonstrate various aspects of relationships.
Inhaltsverzeichnis zu „Strategic Market Relationships “
Part 1: Relationship strategyChapter 1 Introduction
Chapter 2 Relationship Theories
Chapter 3 Relationship Planning and Development
Chapter 4 Relationship Types
Chapter 5 Networks
Part 2: Relationship Implementation
Chapter 6 Organising for Relationships
Chapter 7 People and Relationships
Chapter 8 Customer Relationship Management
Chapter 9 Communication and Dialogue in the Relationship
Chapter 10 Channel Relationships
Chapter 11 Innovation through Relationships
Chapter 12 Internationalisation of Relationships
Chapter 13 Relationship Costs and Value
Chapter 14 Conclusions
Autoren-Porträt von Bill Donaldson, Tom O'Toole
Bill Donaldson is Professor of Marketing at The Robert Gordon University and is responsible for research in Marketing within the Aberdeen Business School.Tom O'Toole is Head of the School of Business at Waterford Institute of Technology. He lecturers in business strategy and marketing and supervises research in relationships.
Bibliographische Angaben
- Autoren: Bill Donaldson , Tom O'Toole
- 2007, 2. Aufl., 288 Seiten, Maße: 19,1 x 23,5 cm, Kartoniert (TB), Englisch
- Verlag: Wiley & Sons
- ISBN-10: 0470028807
- ISBN-13: 9780470028803
- Erscheinungsdatum: 11.05.2007
Sprache:
Englisch
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