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THE 30RS OF RELATIONSHIP MARKETING (GUMMESSON 1995)

  • Charities
  • GreenPeace
  • Facebook
  • Twitter
  • Harley Davidson

I Classic Market Relationships

II Special Market Relationships

  • TESCO
  • Wallmart
  • Carrefour

•R1 Supplier –Customer

•R2 Customer–Supplier –Competitor

•R3 Physical Distribution

•R4 Full-time marketers (FTMs)-part-time marketers (PTMs)

•R5 The service encounter: interaction between the customer -front line personnel

•R6 Many-headed customer -the many-headed supplier

•R7 The relationship to the customer's customer

•R8 Mental and physical proximity

to customers vs. the distant relationship

•R9 Relationship to the dissatisfied customer

•R10 Monopoly relationship: the customer or supplier as prisoner

•R11 The customer as 'member'

•R12 IT: The electronic relationship

•R13 Parasocialrelationships:

relationships to symbols and objects

•R14 The non-commercial relationship

•R15 The green relationship

•R16 The law-based relationship

•R17 The criminal network

  • Ann Summers
  • Shopping Cards
  • Play.com
  • Amazon.com
  • +
  • Body Shop
  • Lush

IV NanoRelationships

III Mega Relationships

R24 Market mechanisms are brought inside the company

R25 The relationship between internal

customers and internal suppliers

R26 Quality providing a relationship between

operations management and marketing

R27 Internal marketing: relationships with

the 'employee market‘

R28 The two-dimensional matrix relationship

R29 The relationship to external providers of marketing services

R30 The owner and financier relationship

•R18 Personal and social networks

•R19 Megamarketing: the real 'customer' is

not always found in the marketplace

•R20 Alliances change the market mechanisms

•R21 The knowledge relationship

•R22 Mega alliances

•R23 The mass media relationship

  • Nokia - Microsoft
  • Sony - Ericsonn
  • Disney - McD's Happy Meal
  • Starbucks (using employee incentives)
  • Free Parking/ Free FitnessMembership
  • Amazon.com
  • Germans Engineering
  • EU
  • NAFTA
  • Angel Investors
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