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Relationship Marketing Strategy and implementation

This book completes a trilogy that began in 1991 with Relationship

Marketing, which was one of the first attempts to define the newly

emerging concept from which the book took its name. Following

this in 1995 the current team of authors produced a companion

volume of selected readings, Relationship Marketing for Competitive

Advantage. These readings were chosen to provide a broad, multi-

faceted view of the by now rapidly developing arena of

Relationship Marketing.

Such has been the interest amongst teachers and students of

Relationship Marketing that we felt it appropriate to augment these

first two volumes with a third, this time constructed around a

number of case studies and case histories.

The framework used within this book is a modified version of the

‘Six Markets’ model, first advanced in the original Relationship

Marketing. This simple but practical framework suggests that there

are a number of market domains as well as the final marketplace

that must be addressed if long-term profitability is to be assured.

Since the development of the original Six Markets model, the

authors, their colleagues and students have used this framework as

the basis for assessing the extent to which true, pan-company rela-

tionship marketing strategies are applied in the world of business.

It has proven to be a powerful diagnostic tool, capable of aiding the

development of successful relationship marketing strategies by

highlighting potential weaknesses in one or more of the market

domains and the stumbling blocks that may arise as a result of such

neglect.

The Six Markets model, though continually evolving, has been used

by the authors and their students in over 50 real world applications.

During this time the framework has demonstrated its merits through

the insights it provides, establishing its worth as a practical analytical

tool to explain and predict success or failure in the marketplace.