Strategic Market Relationships: From Strategy to Implementation

"At last a book that can be used to teach Managing MarketingRelationships that is not how to capture consumers by loyaltyprogrammes or exploit our databases."
Ian Wilkinson, University of New South Wales,Australia

"This book is very clear and well structured and theillustrations will really help readers to understand thisarea."
David Ford, University of Bath , UK

Organisations have to manage multiple and overlappingrelationships and the increasing power and prevalence of theserelationships means that they are at the centre of strategicdecision–making. In this book, Donaldson and O Toole addresshow organisations originate, sustain and develop relationships withcustomers, suppliers, competitors and other stakeholders from astrategic perspective. By comprehensively addressing relationshipsas a strategic issue and a basis for competition, firms can combineresources and accelerate learning across organisational boundariesto create a winning strategy for the future. 

Strategic Market Relationships is essential reading forstudents studying relationship strategy, management or marketing.It is also an excellent guide for all managers who wish to gain agreater understanding of strategic market relationships.

This new edition has been thoroughly revised without losing anythemes from the first edition. Strategic MarketRelationships will:

Present new themes and frameworks in areas such as relationshipplanning, relationship implementation, customer relationshipmanagement, communication in relationships via brands andelectronic relationships. Provide an opportunity to improve decision–making skills forsuppliers in the implementation of customer–driven programmes andfor buyers in choosing suppliers.

Contain two case studies in each chapter, a commencement caseillustration and an end of chapter teaching case, which demonstratevarious aspects of relationships.

Preface.

About the Authors.

Acknowledgements.

Part 1: Relationship strategy.

Chapter 1. Introduction to strategic market relationships.

Chapter 2 Relationship–based 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 Relationship communication with a special focus onbuilding relationships through brands and electronicrelationships.

Chapter 10 Channel Relationships

Chapter 11 Innovation through Relationships

Chapter 12 Relationship internationalisation.

Chapter 13 Relationship Costs and Value

Chapter 14 Strategic market relationships: a final word.

References.

Index.

Bill Donaldson is Professor of Marketing at The RobertGordon University and is responsible for research in Marketingwithin the Aberdeen Business School.

Tom O Toole is Head of the School of Business atWaterford Institute of Technology.  He lecturers in businessstrategy and marketing and supervises research inrelationships.