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



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

Bill Donaldson, Tom O'Toole

ISBN: 978-0-470-02880-3 May 2007 288 Pages


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.

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About the Authors.


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.



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