战略市场关系 Strategic Market Relationships

2002-12  

John Wiley & Sons Inc  

Donaldson, Bill/ O'Toole, Tom  

269  

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Strategic Market Relationships, 2nd Edition develops the reader’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 organisation. 　　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

PrefaceAbout the AuthorsAcknowledgementsPart 1: Relationship strategy　Chapter 1Introduction to strategic market relationships　Chapter 2 Relationship-based theories　Chapter 3 Relationship Planning and Development　Chapter 4 Relationship Types　Chapter 5 NetworksPart 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 wordReferencesIndex

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