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THE 30RS OF RELATIONSHIP MARKETING (GUMMESSON 1995)

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by

Vladimir Georgiev

on 1 November 2011

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Transcript of THE 30RS OF RELATIONSHIP MARKETING (GUMMESSON 1995)

I Classic Market Relationships •R1 Supplier –Customer
•R2 Customer–Supplier –Competitor
•R3 Physical Distribution II Special Market Relationships •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 III Mega Relationships IV NanoRelationships •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 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 THE 30RS OF RELATIONSHIP MARKETING (GUMMESSON 1995) Ann Summers
Shopping Cards Play.com
Amazon.com
+ Charities
GreenPeace Body Shop
Lush Facebook
Twitter
Harley Davidson Nokia - Microsoft
Sony - Ericsonn
Disney - McD's Happy Meal Amazon.com
Germans Engineering EU
NAFTA TESCO
Wallmart
Carrefour Starbucks (using employee incentives)
Free Parking/ Free FitnessMembership Angel Investors
Full transcript