战略市场关系 Strategic Market Relationships: From Strategy to Implementation, 2nd Edition
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作者： Bill Donaldson等著
出 版 社：
出版时间： 2002-12-1字数：版次： 1页数： 269印刷时间： 2002/12/01开本：印次：纸张： 胶版纸I S B N ： 9780470028803包装： 平装编辑推荐
作者简介：
Bill Donaldson is Professor of Marketing at The Robert Gordon University and is responsible for research in Marketing within the Aberdeen Business School.
内容简介
Strategic Market Relationships, 2nd Edition develops the reader’s understanding of the nature, relevance and importance of creating and sustaining relationships as a strategic resource. It takes a managerial perspective to the study of relationships, from strategy to implementation. The first edition was the first text that comprehensively addressed relationships as a strategic issue, and considering relationships as strategic and as a basis for competition is central to this book. In a nutshell, strategic market relationships is the process of analyzing, formulating and implementing a relationship strategy for an organisation.
The new edition is being totally restructured in the light of teaching experience with the book and new research since it was published. Most of the existing content will still be there but presented in a new logic.
Continues to map relationships from strategy to implementation Text more clearly divided into strategy and implementation parts Continues to focus on close relationships and on the management of relationships Continues with introductory case illustration and end of chapter teaching cases with many new ones
All chapter updated with new research since the last publication
Revamped chapter on relationship planning including a stronger focus on strategic choice and relationship development
New chapter on relationship types/archetypes to develop on the theme of classification and the management of specific relationships
New chapter on organizing relationships
New chapter on people and relationships
E-relationship chapter integrated into chapter on communication and dialogue in a relationship
New chapter on channel relationships
Chapter on relationship performance restructured around costs and value.
Ethics and researching relationships expanded in the conclusion chapter
目录
Preface
About the Authors
Acknowledgements
Part 1: Relationship strategy
Chapter 1Introduction 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 on building relationships through brands and electronic relationships
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
