Strategic Relationship Marketing

Part I -The Value of Relationships 1. Understanding Buyer-Seller Relationships. 27 1. 1 Introduction-The Power of Relationships. 27 1. 2 What Business is Marketing really in? . . 29 1. 3 The Classical Buyer-Seller Relationship . . 32 1. 4 Classifying the Buyer-Seller Relationships . 33 1. 5 Structural Attributes of Buyer-Seller Relationship 34 1. 6 Classifying the Pattern oflnteraction within the Standard Buyer-Seller Relationship . . . . . . . . . . . . . . . . . . . . . . . . . 37 . . . 1. 7 Defining Relationship Marketing. . . . . . . . . . . . . . . . . . 39 . 1. 8 The Relationship Marketing Context-Categorising Relationships . 41 1. 9 Relationships in a Broader Perspective with Impact on Relationship Marketing . . . . . . . . . . . . . . . . . . . . . . . . . 43 . 1. 10 Different Theoretical Directions in Relationship Marketing . 45 2. A Systematic Approach to Buyer-Seller Relationships . 52 2. 1 Marketing as Mutual Exchange. . 52 2. 2 Marketing as Systems. . . . . . . . . 54 2. 2. 1 Three Types of Exchanges . . . 55 2. 2. 2 Two Approaches to Exchanges. 57 2. 3 Introduction of the Political Economy Paradigm . 59 2. 4 The Political Economy Paradigm. . . . . . . . . 61 2. 5 Supplementing the Political Economy Paradigm . 66 2. 5. 1 The 30 R's Framework. . . . . . . . . . . 67 2. 5. 2 The 6 Markets Framework. . . . . . . . . 70 Appendix: Gummesson's 30 R Framework Presented in Detail . 77 3. Discovering the Economics of Customer Relationships. . . 85 3. 1 Replacing Traditional Economic Cornerstones . . . . 85 3. 1. 1 The Principle of Complete Resource Mobility. 86 3. 1. 2 The Principle of Frictionless Transactions . 87 3. 1. 3 The Principle of Focusing on the Period. . . . 88 3. 2 Risk and Opportunism of relationships. 89 3. 2. 1 Case-Skanska and Rockwool. . Front Matter....Pages 1-24 Front Matter....Pages 25-25 Understanding Buyer-Seller Relationships....Pages 27-51 A Systematic Approach to Buyer-Seller Relationships....Pages 52-84 Discovering the Economics of Customer Relationships....Pages 85-107 Customer Loyalty and the Effect on Business Economics....Pages 108-137 Front Matter....Pages 139-139 Understanding the Driving Forces of Customer Relationships....Pages 141-169 Supplier Relationship Levels — Consequences and Contents....Pages 170-192 Relationships in Different Environments....Pages 193-221 Front Matter....Pages 223-223 The Individualised Approach to Relationships....Pages 225-243 Generic Relationship Marketing Strategies....Pages 244-287 Risks and Benefits of Relationships....Pages 288-310 Cases....Pages 311-365 Back Matter....Pages 366-371 There is more and more evidence that shows economic effectiveness and quality in customer relations must be viewed as a separate strategic issue in marketing. 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. Consider the following situation: Two competing construction companies make a bid for a major, prestigious contract.