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Strategic Market Relationships. From Strategy to Implementation. Edition No. 2

  • ID: 2242242
  • Book
  • April 2007
  • 296 Pages
  • John Wiley and Sons Ltd
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.



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Bill Donaldson The Robert Gordon University, Aberdeen, UK.

Tom O'Toole Waterford Institute of Technology, Ireland.
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