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Strategic Relationship Marketing

  • Book
  • © 2002

Overview

Authors:
  1. Søren Hougaard

    1. Rungsted Kyst, Denmark

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  2. Mogens Bjerre

    1. Frederiksberg, Denmark

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  • This is a softcover edition of Hougaard/Bjerre, ISBN 3-540-43161-6

  • The book is practically unchanged, but the English is improved

  • Includes supplementary material: sn.pub/extras

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Table of contents (11 chapters)

  1. Front Matter

    Pages 1-24
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  2. The Value of Relationships

    1. Front Matter

      Pages 25-25
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    2. Understanding Buyer-Seller Relationships

      • Søren Hougaard, Mogens Bjerre
      Pages 27-51

    3. A Systematic Approach to Buyer-Seller Relationships

      • Søren Hougaard, Mogens Bjerre
      Pages 52-84

    4. Discovering the Economics of Customer Relationships

      • Søren Hougaard, Mogens Bjerre
      Pages 85-107

    5. Customer Loyalty and the Effect on Business Economics

      • Søren Hougaard, Mogens Bjerre
      Pages 108-137

  3. Preconditions for Building Successful Relationships

    1. Front Matter

      Pages 139-139
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    2. Understanding the Driving Forces of Customer Relationships

      • Søren Hougaard, Mogens Bjerre
      Pages 141-169

    3. Supplier Relationship Levels — Consequences and Contents

      • Søren Hougaard, Mogens Bjerre
      Pages 170-192

    4. Relationships in Different Environments

      • Søren Hougaard, Mogens Bjerre
      Pages 193-221

  4. Relationship Marketing Strategies

    1. Front Matter

      Pages 223-223
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    2. The Individualised Approach to Relationships

      • Søren Hougaard, Mogens Bjerre
      Pages 225-243

    3. Generic Relationship Marketing Strategies

      • Søren Hougaard, Mogens Bjerre
      Pages 244-287

    4. Risks and Benefits of Relationships

      • Søren Hougaard, Mogens Bjerre
      Pages 288-310

    5. Cases

      • Søren Hougaard, Mogens Bjerre
      Pages 311-365

  5. Back Matter

    Pages 366-371
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Keywords

About this book

Part I -The Value of Relationships 1. Understanding Buyer-Seller Relationships. 27 1. 1 Introduction-The Power of Relationships. 27 1. 2 What Business is Marketing really in? . . 29 1. 3 The Classical Buyer-Seller Relationship . . 32 1. 4 Classifying the Buyer-Seller Relationships . 33 1. 5 Structural Attributes of Buyer-Seller Relationship 34 1. 6 Classifying the Pattern oflnteraction within the Standard Buyer-Seller Relationship . . . . . . . . . . . . . . . . . . . . . . . . . 37 . . . 1. 7 Defining Relationship Marketing. . . . . . . . . . . . . . . . . . 39 . 1. 8 The Relationship Marketing Context-Categorising Relationships . 41 1. 9 Relationships in a Broader Perspective with Impact on Relationship Marketing . . . . . . . . . . . . . . . . . . . . . . . . . 43 . 1. 10 Different Theoretical Directions in Relationship Marketing . 45 2. A Systematic Approach to Buyer-Seller Relationships . 52 2. 1 Marketing as Mutual Exchange. . 52 2. 2 Marketing as Systems. . . . . . . . . 54 2. 2. 1 Three Types of Exchanges . . . 55 2. 2. 2 Two Approaches to Exchanges. 57 2. 3 Introduction of the Political Economy Paradigm . 59 2. 4 The Political Economy Paradigm. . . . . . . . . 61 2. 5 Supplementing the Political Economy Paradigm . 66 2. 5. 1 The 30 R's Framework. . . . . . . . . . . 67 2. 5. 2 The 6 Markets Framework. . . . . . . . . 70 Appendix: Gummesson's 30 R Framework Presented in Detail . 77 3. Discovering the Economics of Customer Relationships. . . 85 3. 1 Replacing Traditional Economic Cornerstones . . . . 85 3. 1. 1 The Principle of Complete Resource Mobility. 86 3. 1. 2 The Principle of Frictionless Transactions . 87 3. 1. 3 The Principle of Focusing on the Period. . . . 88 3. 2 Risk and Opportunism of relationships. 89 3. 2. 1 Case-Skanska and Rockwool. .

Authors and Affiliations

  • Rungsted Kyst, Denmark

    Søren Hougaard

  • Frederiksberg, Denmark

    Mogens Bjerre

Bibliographic Information

  • Book Title: Strategic Relationship Marketing

  • Authors: Søren Hougaard, Mogens Bjerre

  • DOI: https://doi.org/10.1007/978-3-540-24813-2

  • Publisher: Springer Berlin, Heidelberg

  • eBook Packages: Springer Book Archive

  • Copyright Information: Springer-Verlag Berlin Heidelberg 2002

  • eBook ISBN: 978-3-540-24813-2Published: 01 November 2013

  • Edition Number: 1

  • Number of Pages: 371

  • Number of Illustrations: 21 b/w illustrations

  • Additional Information: Jointly published with Samfundslitteratur, Frederiksberg, Denmark

  • Topics: Marketing, Management

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