Textbook

Strategic Market Relationships: From Strategy to Implementation, 2nd Edition

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Overview
Resources for Instructors

The book develops the student'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 organization.

Table of Contents

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 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.

Excerpts

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Author Information

Bill Donaldson is Professor of Marketing at The Robert Gordon University and is responsible for research in Marketing within the Aberdeen Business School.

Tom O’Toole is Head of the School of Business at Waterford Institute of Technology. He lecturers in business strategy and marketing and supervises research in relationships.

New To This Edition

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

Hallmark Features

The text has significant teaching and learning support
The extensive case material reinforces student learning
Each chapter contains further reading to facilitate research

Professor Reviews

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

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