Strategic Market Relationships: From Strategy to Implementation / Edition 2

Strategic Market Relationships: From Strategy to Implementation / Edition 2

by Bill Donaldson, Tom O'Toole

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

"This book is very clear and well structured and the illustrations will really help readers to understand this

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

"This book is very clear and well structured and the illustrations will really help readers to understand this area."
David Ford, University of Bath , UK

Organisations have to manage multiple and overlapping relationships and the increasing power and prevalence of these relationships means that they are at the centre of strategic decision-making. In this book, Donaldson and O’Toole address how organisations originate, sustain and develop relationships with customers, suppliers, competitors and other stakeholders from a strategic perspective. By comprehensively addressing relationships as a strategic issue and a basis for competition, firms can combine resources and accelerate learning across organisational boundaries to create a winning strategy for the future. 

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

This new edition has been thoroughly revised without losing any themes from the first edition. Strategic Market Relationships will:

  • Present new themes and frameworks in areas such as relationship planning, relationship implementation, customer relationship management, communication in relationships via brands and electronic relationships.
  • Provide an opportunity to improve decision-making skills for suppliers in the implementation of customer-driven programmes and for buyers in choosing suppliers.

Contain two case studies in each chapter, a commencement case illustration and an end of chapter teaching case, which demonstrate various aspects of relationships.

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Table of Contents

Chapter 1Introduction to strategic market relationships1
Introduction and objectives1
Case illustration: Formula One and Jordan Grand Prix Limited2
Structure and purpose of the book4
The emergence of strategic market relationships6
Transactions versus relationships7
Traditional management and relationship management9
Trends driving relationships13
What do strategic relationships imply for management?15
Chapter summary16
Case for discussion--First Direct17
Chapter questions19
Chapter 2Relationships are strategic21
Introduction and objectives21
Case illustration: airline industry22
The strategic domain of relationships23
Strategic relationship issues28
Competitive advantage from relationships32
Chapter summary34
Case for discussion--Wal-Mart & Procter and Gamble34
Chapter questions36
Chapter 3Relationship-based theories39
Introduction and objectives39
Case illustration: the electronics industry and the semi-conductor market40
Relationship theories--an overview41
Agency theory--dealing with risk42
Transaction cost economics (TCE)--assessing costs44
Resource dependency theory--power and control47
Social exchange theory--relationships as social entities49
The interaction approach--co-operation and networking50
Meta approaches to researching into relationships52
Chapter summary54
Case for discussion--Merial54
Chapter questions57
Chapter 4Relationship planning59
Introduction and objectives59
Case illustration: hotel industry60
Strategic relationship planning process62
Strategic relationship planning: some key principles63
The dimensions of relationship analysis66
Relationship strength in formulating and selecting strategy69
Strategic relationship implementation70
Chapter summary73
Case for discussion--Amazon.com74
Chapter questions77
Chapter 5Networks79
Introduction and objectives79
Case illustration: industrial districts80
Defining networks81
Analysis of networks84
Networks and strategy88
Network forms and application90
Chapter summary92
Case for discussion--biotechnology and pharmaceutical networks93
Chapter questions96
Chapter 6Relationship classification and development97
Introduction and objectives97
Case illustration: carmakers feeling the heat98
Classifying relationships98
Managing relationship porfolios104
Developing relationships107
Chapter summary109
Case for discussion--Metal Forming Ltd109
Chapter questions111
Chapter 7The 5-S framework of relationship management implementation113
Introduction and objectives113
Case illustration: the UK energy market114
Chapter summary136
Case for discussion--ABB power automation137
Chapter questions138
Chapter 8Customer relationship management141
Introduction and objectives141
Case illustration: UK private client stockbroking142
CRM implementation issues145
Relationship-based interfaces145
An emphasis on quality149
Measure customer satisfaction but manage customer service153
Investing in people154
Maintaining dialogue with customers155
Setting realistic targets and assessing performance158
Chapter summary162
Case for discussion--Polaroid163
Chapter questions164
Chapter 9E-relationships167
Introduction and objectives167
Case illustration: on-line relationships168
The development of IT in relationships: research and practice170
The e-relationship technologies178
Maximising value in e-relationships180
Chapter summary181
Case for discussion--Benetton181
Chapter questions183
Chapter 10Innovation and strategic market relationships185
Introduction and objectives185
Case illustration: networks interrupted for Motorola186
NPD--active users and networks188
Relationship-based NPD activity in context196
Chapter summary204
Case for discussion--Hughes Network Systems205
Chapter questions207
Chapter 11Relationship internationalisation209
Introduction and objectives209
Case illustration: Guanxi: culture specific relationships210
Trends forging international relationships and the international relationship approach211
Relationships and international market selection214
Relationships and international market entry216
Relationships and international market expansion218
Relationships and international organisation219
Managerial implications of international relationships221
Chapter summary223
Case for discussion--Statoil relationship approach to market entry223
Chapter questions226
Chapter 12Relationship performance229
Introduction and objectives229
Case illustration: UK banking230
Relationship performance overview232
Relationship performance in context237
The link between relationship governance and performance241
Chapter summary244
Case for discussion--Landis and Staefa245
Chapter questions247
Chapter 13Strategic market relationships: conclusions and further reflections249
Relationship strategy250
Relationship implementation252
Relationship ethics253
Researching relationships254
Further relationship scenarios255
A final note256

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