Relationship marketing management

목차 (Table of Contents)

• CONTENTS
• Introduction = 1
• The rise of relationship marketing = 1
• Interaction and network approaches to marketing = 1
• RM in consumer markets = 2
• The rationale for this book = 3
• The structure of the book = 3
• 1 Criticisms of traditional marketing = 9
• Introduction = 9
• The inadequacy of the marketing mix framework of marketing = 9
• Changes in the marketing environment = 13
• Case study - A letter to the bank manager = 17
• 2 Characteristics of RM = 21
• Introduction = 21
• RM defined = 22
• What is a relationship? = 22
• Conditions that are conducive to RM = 25
• Contrast with transaction marketing(TM) = 25
• Characteristics of RM = 28
• The relationship continuum = 31
• Levels of RM = 32
• Benefits of RM = 33
• Disadvantages of RM = 34
• Further considerations = 35
• Case study - Intimacies = 37
• 3 Drivers of RM = 43
• Introduction = 43
• Satisfaction = 43
• Relationship quality = 45
• Customer value = 47
• Transactions vs relationships = 48
• Loyalty = 48
• Trust = 50
• Commitment = 51
• Case study - Promises, promises = 56
• 4 Planning RM programmes = 61
• Introduction = 61
• The RM plan = 61
• The situation analysis = 64
• The relationship portfolio = 66
• Assessing relationship strength = 71
• Assessing customer potential = 74
• Company audit = 77
• RM planning objectives = 80
• Case study - Chapter One Books = 82
• 5 Implementing RM programmes - strategy, structure and systems = 87
• Introduction = 87
• Strategy = 89
• Structures = 98
• Systems = 103
• Case study - Vodafone = 109
• 6 Implementing RM programmes - shared values, staff, skills and style = 113
• Introduction = 113
• Internal marketing = 114
• Shared values and culture = 117
• Staff and internal service quality = 122
• Style = 129
• Skills = 131
• Case study - Internal marketing the Asda way = 139
• 7 Monitoring and controlling relationships = 143
• Introduction = 143
• Approaches to monitoring and control = 144
• Measures of relationship success = 147
• Complaints analysis and handling = 155
• Controlling service quality = 157
• Case study - Richer and richer... = 161
• 8 Ethical considerations in RM = 163
• Introduction = 163
• The background = 164
• Ethics = 166
• Case study - British Airways = 173
• 9 Key account management = 177
• Introduction = 177
• What is KAM? = 178
• The key account development cycle = 181
• Identifying key accounts = 181
• Servicing key accounts : KAM activities = 185
• Servicing key accounts : developing a KAM infrastructure = 188
• The relevance of KAM to RM = 192
• Case study - NCR Corporation = 194
• 10 Customer relationship management = 197
• Introduction = 197
• What is CRM and why has it become popular? = 197
• Criticisms of the practitioner approach to CRM = 198
• How does CRM work? = 199
• The strategic approach to CRM = 201
• Case study - First Direct = 207
• Case study - Amazon - the world's leading e-tailer = 211
• Case study - Tennyson Ltd = 217
• Case study - Parker, Downey and Jagger Solicitors = 223
• Case study - Energy Saving Trust = 227
• Index = 235