Strategic Relationship Marketing
Part I -The Value of Relationships 1. Understanding Buyer-Seller Relationships. 27 1. 1 Introduction-The Power of Relationships. 27 1. 2 What Business is Marketing really in? . . 29 1. 3 The Classical Buyer-Seller Relationship . . 32 1. 4 Classifying the
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Springer-Verlag Berlin Heidelberg GmbH
S0ren Hougaard Mogens Bjerre
Strategic Relationship Marketing
i
Springer
S0ren Hougaard 3 Loevvaenget 2960 Rungsted Kyst Denmark [email protected] Mogens Bjerre 3 Solbjerg Plads 2000 Frederiksberg Denmark [email protected]
Co-publication by Springer-Verlag, Heidelberg, Germany and Samfundslitteratur, Frederiksberg, Denmark.
Library of Congress Cataloging-in-Publication Data applied for Die Deutsche Bibliothek - CIP-Einheitsaufnahme Hougaard, S0ren & Mogens Bjerre: Strategic Relationship Marketing. ISBN 978-3-540-01870-4 ISBN 978-3-540-24813-2 (eBook) DOI 10.1007/978-3-540-24813-2
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Tabel of Content Preface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Part I - The Value of Relationships 1. Understanding Buyer-Seller Relationships. 1.1 Introduction- The Power of Relationships. 1.2 What Business is Marketing really in? . . 1.3 The Classical Buyer-Seller Relationship . . 1.4 Classifying the Buyer-Seller Relationships . 1.5 Structural Attributes of Buyer-Seller Relationship 1.6 Classifying the Pattern oflnteraction within the Standard Buyer-Seller Relationship . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1.7 Defining Relationship Marketing. . . . . . . . . . . . . . . . . . . 1.8 The Relationship Marketing Context- Categorising Relationships . 1.9 Relationships in a Broader Perspective with Impact on Relationship Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . 1.10 Different TheoreticalDirections in Relationship Marketing .
27 27 29 32 33 34
2. A Systematic Approach to Buyer-Seller Relationships . 2.1 Marketing as Mutual Exchange. . 2.2 Marketing as Systems. . . . . . . . . 2.2.1 Three Types of Exchanges . . . 2.2.2 Two Approaches to Exchanges. 2.3 Introduction of the Political Economy Paradigm . 2.4 The Political Economy Paradigm. . . . . . . . . 2.5 Supplementing the Political Economy P
