Figures and tables
Preface and acknowledgements
Chapter 1 Rethinking marketing
What are RM, CRM and 1to1?
Society is a network of relationships - and so is business!
The roots of RM
Basic values of marketing
RM versus transaction marketing
Common sense, intuition and experience
What do we see through the relationship eye-glasses?
General properties of relationships, networks and interaction
The 30Rs of RM - introductory specification of thirty relationships
Chapter 2 Classic market relationships
Relationship 1 The classic dyad - the relationship between the supplier and the customer
Relationship 2 The classic triad - the drama of the customer-supplier-competitive triangle
Relationship 3 The classic network - distribution channels
Chapter 3 Special market relationships
Relationship 4 Relationships via full-time marketers (FTMs) and part-time marketers (PTMs)
Relationship 5 The service encounter - interaction between customers and service providers
Relationship 6 The many-headed customer and the many-headed supplier
Relationship 7 The relationship to the customer's customer
Relationship 8 The close versus the distant relationship
Relationship 9 The relationship to the satisfied customer
Relationship 10 The monopoly relationship - the customer or supplier as prisoners
Relationship 11 The customer as 'member'
Relationship 12 The e-relationship
Relationship 13 Parasocial relationships - relationships to brands and objects
Relationship 14 The non-commercial relationship
Relationship 15 The green relationship
Relationship 16 The law-based relationship
Relationship 17 The criminal network
Chapter 4 Mega relationships
Relationship 18 Personal and social networks
Relationship 19 Mega marketing - the real 'customer' is not always found in the marketplace
Relationship 20 Alliances change the market relationships
Relationship 21 The knowledge relationship
Relationship 22 Mega alliances change the basic conditions for marketing
Relationship 23 The mass media relationship
Chapter 5 Nano relationships
Relationship 24 Market mechanisms are brought inside the company
Relationship 25 Internal customer relationships
Relationship 26 Quality and customer orientation: the relationship between operations management and marketing
Relationship 27 Internal marketing - relationships with the 'employee market'
Relationship 28 The two-dimensional matrix relationship
Relationship 29 The relationship to external providers of marketing services
Relationship 30 The owner and financier relationship
Chapter 6 Do RM and CRM pay?
Return on relationships (ROR)
Satisfaction, loyalty and ROR
Duration, retention and defection
Customer interaction, triplets and tribes
Intellectual capital and the balanced scorecard
Return on the non-measurable
ROR and the whole network
Strategies for improved ROR
An RM-inspired marketing plan and audit
Chapter 7 RM, the network organization and the network society
Introducing the new organization
Nobody has seen a corporation!
The company and the market: two phenomena, or two perspectives on the same phenomenon?
Paradoxes of organizations
The human ratio: internal and external 'employees'
From delimited structures to boundaryless processes
Our need for security
Synthesis 1: from exclusive hierarchies to inclusive networks and processes
Synthesis 2: from partial to complete marketing equilibrium
Chapter 8 The genesis of RM and CRM
Theoretical contributions to RM
Current RM and CRM literature: a comparison with the 30R approach
Synthesis of theories and experiences to a more general marketing theory
Chapter 9 In conclusion - RM and CRM provide a paradigm shift!
A paradigm shift in marketing
RM, CRM and the 4Ps
The value society and the network society, modernism and post-modernism
Epilogue: approaching the end of the book - or the beginning?