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| Figures and tables | |
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| Preface | |
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| Acknowledgements | |
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| Introduction | |
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| 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 | |
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| Classis market relationships | |
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| Relationship 1 The classid dyad - the relationship between the supplier and the customer | |
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| Relationship 2 The classic triad - the drama of the customer-supplier-competitive triangle | |
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| Relationship 3 The classic network - distribution channels | |
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| Special market relationships | |
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| Relationship 4 Relationships via full-time marketers (FTMs) and part-time marketers (PTMs) | |
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| Relationship 5 The service encounter - interaction between customers and service providers | |
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| Relationship 6 The many-headed customer and the many-headed supplier | |
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| Relationship 7 The relationship to the customer's customer | |
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| Relationship 8 The close versus the distant relationship | |
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| Relationship 9 The relationship to the satisfied customer | |
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| Relationship 10 The monopoly relationship - the customer or supplier as prisoners | |
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| Relationship 11 The customer as 'member' | |
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| Relationship 12 The e-relationship | |
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| Relationship 13 Parasocial relationships - relationships to brands and objects | |
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| Relationship 14 The non-commercial relationship | |
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| Relationship 15 The green relationship | |
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| Relationship 16 The law-based relationship | |
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| Relationship 17 The criminal network | |
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| Mega relationships | |
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| Relationship 18 Personal and social networks | |
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| Relationship 19 Mega marketing - the real 'customer' is not always found in the marketplace | |
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| Relationship 20 Alliances change the market relationships | |
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| Relationship 21 The knowledge relationship | |
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| Relationship 22 Mega alliances change the basic conditions for marketing | |
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| Relationship 23 The mass media relationship | |
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| Nano relationships | |
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| Relationship 24 Market mechanisms are brought inside the company | |
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| Relationship 25 Internal customer relationships | |
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| Relationship 26 Quality and customer orientation: the relationship between operations management and marketing | |
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| Relationship 27 Internal marketing - relationships with the 'employee market' | |
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| Relationship 28 The two-dimensional matrix relationship | |
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| Relationship 29 The relationship to external providers of marketing services | |
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| Relationship 30 The owner and financier relationship | |
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| 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 | |
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| 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 | |
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| 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 | |
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| In conclusion - RM and CRM provide a paradigm shift! A paradigm shift in marketing New concepts RM, CRM and the 4Ps The value society and the network society, m | |