A practical guide to best practices in the revolutionary new marketing strategy that's sweeping the business world Relationship marketing is all about forging strong, enduring and unique relationships with a core of most valuable customers. This book explains how to implement a relationship marketing program in your organization, supplies tools for measuring results, and explores the practical role of technology as a key enabler in successful relationship marketing. It also discusses relationship management, or the forging of relationships with investors, suppliers, and employees, as well as customers. IAN GORDON (Toronto, Ontario) is a partner in Convergence Management Consultants, Ltd., a firm specializing in marketing strategy. Previously with Ernst & Young, he is founder and President of the Association for the Advancement of Relationship Marketing.

Table of Contents:
Preface Acknowledgements Chapter 1: Marketing is Dead Long Live Marketing The Marketing Challenge: The Relationship Marketing Solution 1. Time Horizon 2. Market Segmentation 3. Product or Service Design 4. Market Research 5. Marketing Communications 6. Customer Service 7. Pricing What is Relationship Marketing 1. Using Technology to Communicate with and Serve Individual Customers 2. Growing Through Scope and Partnering 3. Customer Selection and Rejection 4. Chains of Relationships 5. Rethinking the 4 Ps of Marketing 6. Using Relationship Managers to Manage the Relationship What Relationship Market is NOT Marketing Relationship Selling Database Marketing Loyalty Marketing Partnering The Eight Components of Relationship Marketing 1. Culture and Values 2. Leadership 3. Strategy 4. Structure 5. People 6. Technology 7. Knowledge and Insight 8. Process The Enablers of Relationship Marketing 1. Manufacturing Technology 2. Customer Knowledge 3. Customer Access Chapter 2: Relationship as Strategy Market Segments and Individual Customers Digitalization of the Marketing Mix New Roles for the Marketer Focus on Strategic Capabilities Economics of Data Strategic Capabilities for Relationship Marketing Business Is People Business Is Process Business Is Technology Business Is Knowledge and Insight Chapter 3: Making the Case for Relationship Marketing Is Relationship Marketing a Good Idea Does Relationship Marketing Fit With Our Strategies Marketing Strategies in the 1960s Marketing Strategies in the 1970s Marketing Strategies in the 1980s Marketing Strategies in the 1990s Is Relationship Marketing Part of Our Customers' Future What Are the Barriers to Relationship Marketing Will Relationship Marketing Create Additional Shareholder Value The Value-Driver Model New Value from Current Customers The Value of Growth Opportunities Calculating the Financial Benefits of Relationship Marketing Money Making Strategies Calculating the Lifetime Value of a Customer Questions to Ask Issues to Be Considered Information Technology Support Approaches Chapter 4: Customer Bonding A Customer Is Not a Customer Categories of Customer Bonding Bonding Staircase Issues The Shape of the Customer Profile Levels of Customer Bonding 1. Structural Bonding 2. Brand Equity Bonding 3. Attitudinal Bonding 4. Personal Bonding 5. Information and Control Bonding 6. Value Bonding 7. Zero Option Bonding Chapter 5: Consumer Versus Business Relationships Consumer Versus Business-to-Business Market Places Good and Services Market Structure Distribution Channels Decision-Making Criteria Decision-Making Process Buyer-Seller Relationship Reciprocity Mutual Value Creation One-Way Relationships Brand Equity Chapter 6: Planning for Better Relationships Phase 0: Plan for a Plan Phase 1: Customer Assessment Phase 2: Benchmarking Phase 3: Company Assessment Phase 4: Statement of Opportunity Core Customers, Processes and Capabilities Positioning for Relationship Marketing Does the Customer Merit Relationship Marketing Attention Preconditions for Relationship Marketing Phase 5: Future State Identify the Gaps Strategies to Close the Gap and Capture the Vision Check Your Assumptions Involve Your Customers in the Vision Overcoming Barriers to Change Phase 6: Business Case Risks to Attainment Phase 7: Change Management and Implementation The Governance Process of Change Management Measure How You Are Doing Chapter 7: Technology for Relationship Marketing Technology Changes Everything 1. Customer 2. Categories 3. Capabilities 4. Cost, Profitability and Value 5. Control of the Contract to Cash Processes 6. Collaboration and Integration 7. Customization 8. Communications, Interaction and Positioning 9. Customer Measurements 10. Customer Care 11. Chain of Relationships The Changing Roles for Technology 1. The Internet 2. Computer Telephony Integration 3. Data Warehouses Chapter 8: Customizing for the Masses Preconditions for Mass Customization 1. Individual Needs and Preferences 2. Assembling Unique Offerings 3. Customer Appreciation 4. Adaptable Technology and Processes 5. Support Intermediaries and Suppliers A Range of Approaches to Mass Customization Customization Versus Standardization of Product, Service and Communications Developing a Mass-Customization Strategy Assessment of Mass Customization A Mass-Customization Plan Insource or Outsource Each Component of Mass Customization Chapter 9: Building a Chain of Relationships Relationships with Investors/Owners and Financial Institutions Conditions for Relationship-Driven Progress Companies and Financial Value Relationships with Distribution Channel Intermediaries How to Build the Relationship Relationships with Employees Employee Skills Increasing Scope Challenges Traditional Job Descriptions Employee Trust Important Trustworthy Leaders Relationship with Suppliers Essential Ingredients Opening Up Relationships with Coventure Partners Customer Access Models for Collaboration Management and Control for the Chain of Relationships Challenges The New Role of Management Measurement Issues Chapter 10: The Relationship Marketing Company of Tomorrow Relationships Determine Future Success Connections Will Become More Fluid Relationships Can Extend the Duration and Value of Connections Relationships Will Increasingly Require More Investment in Strategy Customer Mix Focus Access Bonding Collaboration Chain of Relationships Novelty Customer's Customer Relationships Will Also Depend More on Flexible Capabilities The Customer Data Warehouse Is Only the Beginning Involve Users in Process Design Structure Follows Strategy and Process The President's Role Benefits of this Approach Stop Along the Road to the Future 1. Changing Customer Expectations 2. Segment Customer, Not Markets 3. Best Customers Deserve Best Value 4. Value Provided to Customers Depends on the Chain of Relationships 5. Data, Data, Data 6. Technology for Mass Customization 7. Board and Investor Support Needed 8. Recognition and Reward for Teamwork 9. Relationships and Capabilities, Not Silos 10. Organize by Relationship and Capability Index