TOTAL RELATIONSHIP MARKETING

Marketing Management, Relationship Strategy, CRM, a New Dominant Logic For The Value Creating Network Economy

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✔ E-Book Format: PDF

✔ 8 Chapters, Total 350 Pages

✔ Two Ebook as a *BONUS*: The Complete Marketing Ebook (1300 Pages), 60 Minute Brand Strategies (190 Pages)

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TABLE OF CONTENTS:

(8 CHAPTERS, TOAL 350 PAGES)

✦ CHAPTER 1: RELATIONAL APPROACHES TO MARKETING

• The Relational Realities of Marketing

• RM, CRM, One-to-One, Many-to-Many: What Are They Really?

• A New Logic For Marketing: S-D Logic

• Society is a Network of Relationships – And So is Business!

• The Roots of RM/CRM

• Basic Values of Marketing

• A Different Set of Values: Marketing As Tricks

• RM vs Transaction Marketing

• The Value Creating Network Society

• Reflective Researchers and Reflective Practitioners: Merging Science

• With Common Sense and Tacit Knowledge

• What Do We See Through The Relationship Eyeglasses?

• The 30Rs of RM: Introductory Specification of The 30 Relationships

• Summing Up: Total RM is More ‘Total’ Than Ever

✦ CHAPTER 2: CLASSIC MARKET RELATIONSHIP

• Relationship 1: The classic dyad – the relationship between the supplier and the customer

• Relationship 2: The classic triad – the drama of the customer–supplier–

competitor triangle

• Relationship 3: The classic network – distribution

 

✦ CHAPTER 3: SPECIAL MARKET RELATIONSHIP

• Relationship 4: Relationships via full-time marketers (FTMs) and

part-time marketers (PTMs)

• Relationship 5: The service encounter – interaction between customers and suppliers

• Relationship 6: The many-headed customer and the many-headed supplier

• Relationship 7: The relationship to the customer’s customer

•Relationship 8: The close versus the distant relationship

• Relationship 9: The relationship to the dissatisfied customer

• Relationship 10: The monopoly relationship – the customer or supplier as

prisoners

• Relationship 11: The customer as ‘member’

• Relationship 12: The e-relationship

• Relationship 13: Parasocial relationships – relationships to brands and objects

• Relationship 14: The non-commercial relationship

• Relationship 15: The green relationship and CSR

• Relationship 16: The law-based relationship

• Relationship 17: The criminal network

 

✦ CHAPTER 4: MEGA RELATIONSHIP

• Relationship 18: Personal and social networks

• Relationship 19: Mega marketing – the real ‘ customer ’ is not always found in

the marketplace

• Relationship 20: Alliances change the market mechanisms

• Relationship 21: The knowledge relationship

• Relationship 22: Mega alliances change the basic conditions for marketing

• Relationship 23: The mass media relationship

✦ CHAPTER 5: NANO RELATIONSHIP

• Relationship 24: Market mechanisms are brought inside the company

• Relationship 25: Internal customer relationships

• Relationship 26: Quality and customer orientation – the relationship between operations management and marketing

• Relationship 27: Internal marketing – relationships with the ’employee

market’

• Relationship 28: The two-dimensional matrix relationship

• Relationship 29: The relationship to external providers of marketing service

• Relationship 30: The owner and financier relationship

✦ CHAPTER 6: MARKETING METRICS AND RETURN ON RELATIONSHIP

• Marketing metrics

• Return on relationships, ROR

• Satisfaction, loyalty, value and ROR

• Duration, retention and defection

• Triplets and tribes

• Intellectual capital and the balanced scorecard

• Return on the non-measurable

• ROR and some day even RON

• Strategies for improved ROR

• An RM-inspired marketing plan and audit

✦ CHAPTER 7: RM & THE NETWORK ORGANIZATION

• Organizing: creating networks of relationships

• Have you ever seen a corporation?

• The company and the market: same thing – but different

• Paradoxes that are not

• Internal and external ‘ employees ’

• From fenced structures to boundaryless processes

• Our need for security

• Synthesis 1: from exclusive hierarchies to inclusive networks and processes

• Synthesis 2: from partial to complete marketing equilibrium

• Questions for discussion

✦ CHAPTER 8: RM/CRM – DRIVERS OF A PARADIGM SHIFT IN MARKETING

• Summing up theoretical and practical contributions to RM/CRM

• The 4Ps are neither Ps nor 4 any more

• RM/CRM literature: a comparison with the 30R approach

• A paradigm shift in marketing

• The value-creating network society, modernism and post-modernism

• A future-oriented note on methodology and theory generation

• Approaching the end of the book – or the beginning?

Total Relationship Marketing eBook confirms it as a classic text on the subject of relationship marketing and CRM, areas which have become accepted – and debated – parts of marketing but are currently undergoing dramatic change.

A major contribution to marketing thought internationally, this eBook presents a powerful in-depth analysis of relational approaches to marketing where the three words relationships, networks and interaction are king. The book effects a dramatic shift in the fundamentals of marketing thought, with the refined model of thirty relationships, the 30Rs, presenting a sophisticated and cogent challenge to the traditional 4Ps schema.

This is the first book on relationship marketing and CRM to integrate the ongoing evolution in marketing through the service-dominant logic, lean consumption and the customer’s value chain, the augmented role of the customer in value creation, the increasing importance of customer-to-customer (C2C) interaction, network-based many-to-many marketing, and marketing accountability and metrics. It addresses both the high tech, information technology aspects of marketing and the high touch, human aspects. Further, customer-centricity is suggested to be broadened to balanced centricity, a trade-off between the needs of all stakeholders of a network of relationships. Examples, cases, concepts and references have been Included

Highly informative, practical in style and packed with illustrations from real companies, Total Relationship Marketing is an essential resource for all serious marketing practitioners as well as undergraduate and postgraduate students.

There is no any other books can give you more information about relationship marketing than this book. Total Relationship Marketing provides an informed and innovative approach to relationship marketing, CRM, Return on Relationships, and the suppliers’ and customers’ roles in the value creating network economy

+ You Will Receive These Two Ebooks as a Bonus

THE COMPLETE MARKETING EBOOK: (*BONUS EBOOK 1*)

30 CHAPTERS, TOTAL 1300 PAGES

✦ CHAPTER 1: WHAT IS MARKETING

• Introduction

• Marketing as a managerial orientation

• Marketing myopia – a watershed

• Life cycles and evolution

• Marketing misunderstood

• The marketing function

• Relationship marketing

• Summary

✦ CHAPTER 2: POSTMODERN MARKETING: EVERYTHING MUST GO!

• Grand opening offer

• No down payment

• Money back guarantee

• Batteries not included

• Limited time only

• One careful owner

• This way up

• Open other side

• Closing down sale

✦ CHAPTER 3: RELATIONSHIP MARKETING

• Introduction

• Relationship marketing defined

• History of relationship marketing

• Focal relationships

• Models of relationship development

• Critique and emerging issues

• Conclusion

 

✦ CHAPTER 4: THE BASICS OF MARKETING STRATEGY

• Strategy: from formulation to implementation

• The nature of the competitive market environment

• The codification of marketing strategy analysis in terms of three strategies

four boxes and five forces

• The search for generic rules for success amidst diversity

• Models of competition: game theory versus evolutionary ecology

• Characterizing marketing strategy in terms of evolving differentiation in time and space

• Research in marketing strategy: fallacies of free lunches and the nature of

answerable research questions

• The recourse to processes, people and purpose in marketing as well as strategy as a

whole

•The new analytics: resource advantage, co-evolution and agent-based modelling

• Conclusions: the limits of relevance and the problems of application

✦ CHAPTER 5: STRATEGIC MARKETING PLANNING: THEORY AND PRACTICE

• Introduction

• 1 The marketing planning process

• 2 Guidelines for effective marketing planning

• 3 Barriers to marketing planning

• Summary

✦ CHAPTER 6: CONSUMER DECISION MAKING: PROCESS, LEVEL, AND STYLE

• Introduction

• The consumer decision process

• Levels of consumer involvement

• Consumers’ decision styles

• Implications for marketing management

• Summary and conclusion

✦ CHAPTER 7: BUSINESS TO BUSINESS MARKETING: ORGANIZATIONAL BUYING BEHAVIOR, RELATIONSHIP AND NETWORKS

• Introduction

• The realities of business markets

• Organizational buying structures

• Models of organizational buying behaviour

• Conclusion

• References

• Further reading

✦ CHAPTER 8: MARKETING RESEARCH

• Introduction

• Definitions of the role of marketing research

• Types of research

• The process of marketing research

• Secondary data

• Ǫuantitative primary data

• Ǫuestionnaires and their design

• Ǫualitative research methods

• The research process and measurement

• Attitudes and their measurement

• Sampling

• Analysis of the results

• Presentation of the final report

• Conclusion

✦ CHAPTER 9: QUANTITATIVE METHODS IN MARKETING

• Introduction

• Multivariate methods

• Regression and forecasting techniques

• Statistical decision theory or stochastic methods

• Deterministic operational research methods

• Causal models

• Hybrid models

• Network programming models

• Conclusion

✦ CHAPTER 10: MARKET SEGMENTATION

• Chapter objectives

• Introduction

• Historical perspective

• Segmentation criteria and categories

• ‘Traditional’ segmentation bases

• Data-driven segmentation

• Targeting

• Positioning

• Conclusions

✦ CHAPTER 11: MANAGING THE MARKETING MIX

• Introduction

• The traditional approach to the marketing mix

• The accounting approach to the marketing mix

• Value-based marketing

• The marketing mix and shareholder value

• Making marketing mix decisions

• Summary

✦ CHAPTER 12: NEW PRODUCT DEVELOPMENT

• Introduction

• The process of developing new products

• The stages of the new product development process

• Usefulness of models

• The multiple convergent approach

• Managing the people in NPD

• Summary

✦ CHAPTER 13: PRICING

• Introduction

• Is price really that important?

• The drivers of profit: price, volume and cost

• Price from the customer’s perspective

• Understanding price sensitivity

• Conclusion

✦ CHAPTER 14: SELLING AND SALES MANAGEMENT

• Introduction

• The changing role of salespeople

• The costs of personal selling

• What we expect salespeople to do – the sales process

• Sales management issues

• Conclusion

✦ CHAPTER 15: BRAND BUILDING

• Introduction

• Spectrum of brand interpretations

• A model for strategically building brands

• Summary

✦ CHAPTER 16: THE INTEGRATION OF MARKETING COMMUNICATION

• The blurring of the edges of marketing communications

• The strategic challenges facing organizations

• Strategic marketing communications

• The integration of marketing communications

• Defining integrated marketing communications

• The impact of external factors on marketing communications

• The driving forces behind the growth of integrated marketing communications

• The impact on marketing communications

• Relationship marketing

• The benefits of integrated marketing communications

• The process of achieving integration

• Organizational approaches to integration

• The barriers to integration

• The consumer and integrated marketing communications

• International dimensions of integrated marketing communications

• Integrated marketing communications – a summary

✦ CHAPTER 17: PROMOTION

• Introduction

• The promotional mix

• The promotional budget

• Deploying the promotional mix

• Developing the message

• Delivering the message

• The medium and the message

• A mix within a mix: synergy or counter-synergy?

• Pulling it all together: the promotional plan

• From the plan to the brief

• The actors in the system

• Working relationships

• Choosing the collaborator

• Remunerating the working partner

• Measuring campaign effectiveness

• Understanding the context

✦ CHAPTER 18: SALES PROMOTION

• Introduction

• Sales promotion defined

• Understanding sales promotion – a tale of price and prejudice

• Sales promotion and advertising – the line and the pendulum

• The growing importance of sales promotion

• Consumers and sales promotion

• Communicating through sales promotions

• Building relationships through promotions

• Sales promotion’s role in the marketing mix

• Sales promotions – the most manageable P?

• Sales promotions mismanagement

• The future of sales promotion

• Summary – the changing concept of sales promotion

✦ CHAPTER 19: INTEGRATING CUSTOMER RELATIONSHIP MANAGEMENT AND SUPPLY CHAIN MANAGEMENT

• Introduction

• The decline of the brand: the need for integrated CRM and SCM strategies

• Competing through capabilities

• A strategic framework for CRM

• Supply chain management

• The impact of superior SCM performance

• CRM and SCM: their role in improving customer service

• Developing market-driven CRM and SCM strategies

• Summary: changing the marketing focus

✦ CHAPTER 20: CONTROLLING MARKETING AND THE MEASUREMENT

• Introduction: scope and content of the chapter

• Potential for conflict

• A market-focused mission

• A sustainable competitive advantage

• Investing in developing a sustainable competitive advantage

• Marketing assets: development and maintenance expenditures

• The financial planning and control process

• Brand-led strategies

• Customer-led strategies

• Product-based strategies

• Organizational structures: marketing finance managers

• Summary

✦ CHAPTER 21: MARKETING IMPLEMENTATION, ORGANIZATIONAL CHANGE AND INTERNAL MARKETING STRATEGY

• Introduction

• Organizational stretch and implementation capabilities

• Marketing organization and implementation capabilities

• Identifying implementation problems in marketing

• Implementation barriers in marketing

• Marketing implementation and internal marketing strategy

• Conclusions

✦ CHAPTER 22: WHAT ARE DIRECT MARKETING AND INTERACTIVE MARKETING?

• Introduction

• Selling direct to the end customer

• Multichannel marketing

• Direct marketing is more than selling direct

• Direct marketing: a new definition

• Direct marketing and Pareto’s principle

• Principles of direct marketing

• What is interactive marketing?

• Ten ways in which interactive marketing is different

• The direct and interactive marketer’s information system

• Data warehousing, CRM and e-CRM 580

• Limitations of the customer information system

✦ CHAPTER 23: THE MARKETING OF SERVICES

• Introduction

• The development of the service economy

• Services and consumer value

• What are services?

• Classification of services

• The services marketing mix

• Managing the marketing effort

• Summary

✦ CHAPTER 24: INTERNATIONAL MARKETING – THE ISSUES

• Overview

• Why market abroad? What are the driving forces?

• Situational or environmental analysis

• Differences between domestic and international marketing

• Operationalization

• Continuing and future challenges

• Maintaining a sustainable advantage

• Conclusions

✦ CHAPTER 25: E-MARKETING

• Introduction

• What is e-marketing?

• E-marketing planning

• Summary

✦ CHAPTER 26: CAUSE RELATED MARKETING: WHO CARES WINS

• Introduction

• Cause-related marketing defined

• Cause-related marketing in context

• Models

• Towards excellence

• Case studies

• Summary

 

✦ CHAPTER 27: SOCIAL MARKETING

• Introduction

• Why do social marketing?

• The development of social marketing

• Defining social marketing

• Departures from commercial marketing

• Segmentation in social marketing

• The social marketing mix

• Ethical challenges

• Conclusion

✦ CHAPTER 28: GREEN MARKETING

• Introduction

• Green marketing in context

• Reconceputalizing the marketing environment

• The greening of marketing strategy

• Competitive advantage and the environment

• The green consumer

• Eco-performance

• Going green – the philosophical challenge

• Going green – the management challenge

• The practical challenge – greening the marketing mix

• The future of green marketing

✦ CHAPTER 29: MARKETING FOR SMALL TO MEDIUM ENTERPRISE

• Introduction

• Characteristics of SMEs

• Characteristics of entrepreneurs/owners/managers

• Incompatibility of marketing theory to SMEs 760

• Nature of SME marketing

• SME marketing based on strengths

• Conclusion: a model of SME marketing

✦ CHAPTER 30: RETAILING

• Introduction

• Evolution of retailing

• Types of retail organization

• Major retail formats

• Retailing strategy

• Retail functions

• Internationalization of retailing

• Non-store retailing

This book sets out the scope and nature of the marketing function, its managerial application and its contribution to corporate success. The Marketing Book is an indispensable reference work and textbook for students, business owners and practitioners, all over the world.

The Marketing Book is a massive reference work comprehensively covering the key issues in marketing today.

In This Bonus Ebook, 30 Powerful Chapters, Total 1300 Pages Included

60 MINUTE BRAND STRATEGIES: THE ESSENTIAL BRAND BOOK FOR MARKETING PROFESSIONALS (*BONUS EBOOK 2*)

9 CHAPTERS, TOTAL 190 PAGES

✦ CHAPTER 1: ALL ABOUT BRANDS

• A Brand Is Not . . .

• A Brand Is . . .

• Brand Taxonomies

• Why Brands Are in Trouble?

• What Is a Brand?

• Brand Extensions

• Brand Equity Enhancement (or Dilution) Index

✦ CHAPTER 2: BRANDING IN A POSTMODERN CULTURE

• Branding Gets Metaphysical

✦ CHAPTER 3: STRATEGIC PERSPECTIVE OF BRANDING

• Decision Map for Brand Choices

• Decision Map for Brand Leveraging

• “Stand for something or you’ll fall for anything!”

• The Involvement Grid

• Brand Customer Interactions and Relationships Matrix

✦ CHAPTER 4: MANAGING BRAND VALUE

• Start with Brand Strategy or Business Strategy?

• Brand Awareness Is Not the Same as Brand Differentiation

• Individual Products

• Integrated Markets

✦ CHAPTER 5: BRAND LEADERSHIP

• Case Study: Branded House versus House of Brands

✦ CHAPTER 6: LUXURY BRAND MARKETING

• Old Luxury

• New Luxury

• We become consumers of illusions

✦ CHAPTER 7: STRATEGIC BRANDING PROCESS

✦ CHAPTER 8: STRATEGIC BRANDING ASSESSMENT

✦ CHAPTER 9: STRATEGIC BRAND AUDIT

60–Minute Brand Strategist offers a fast–paced, field–tested view of how branding decisions happen in the context of business strategy, not just in marketing communications.

With a combination of perspectives from business strategy, customer experience, and even anthropology, this new and updated edition outlines the challenges traditional branding faces in a hyper–connected world.

This essential handbook of brand marketing offers an encyclopedia of do′s and don′ts, including new case studies of how these concepts are being used by the world′s most successful and valuable brands.

60–Minute Brand Strategist is your battle plan, filled with powerful branding tools and techniques to win your customers′ hearts and defeat the competition.

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