In "The Relationship Marketer", Søren Hougaard and Mogens Bjerre explain how the concept of the dyad (i.e., mutuality, or "you and me") is quickly becoming a fundamental principle in marketing. The authors suggest that understanding customer relationships, value co-creation, and customised business models in which effectiveness is evaluated on an individualised basis leads to outstanding business performance. Based on these principles the authors present a concrete and practically manageable framework for implementation. Readers will find surprising, useful, and applicable marketing models, typologies and tools, as well as guides to the systematic generation of strategic opportunities. "The Relationship Marketer" will be valuable reading for students and professionals in sales and marketing, as well as anyone seeking insights into dyadic market forces, which are moving industry beyond the outdated perspective of treating all customers equally.
The Relationship Marketer
Seren Hougaard Mogens Bjerre
The Relationship Marketer Rethinking Strategic Relationship Marketing
Second Edition
~ Springer
Seren Hougaard Loevvaenget 3 2960 Rungsted Kyst Denmark
[email protected] Mogens Bjerre Solbjerg Plads 3 2000 Frederiksberg Denmark mogens.
[email protected]
Co-publication by Springer-Verlag, Heidelberg, Germany and Samfundslitteratur, Frederiksberg, Denmark First edition published 2002 as "Strategic Relationship Marketing" This edition is for countries outside of Scandinavia. Please order the book from Springer-Verlag: www.springer.com. For orders from Scandinavia please order the book from Samfundslitteratur Press: www.samfundslitteratur.dk
ISBN 978-3-642-03242-4 e-ISBN 978-3-642-03243-1 DOl 10.1007/978-3-642-03243-1 Springer Heidelberg Dordrecht London New York © Springer-Verlag Berlin Heidelberg 2009
Printed in Denmark by Narayana Press This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way,and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer. Violations are liable to prosecution under the German Copyright Law. The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use.
Hardcover design: WMXDesign GmbH, Heidelberg Printed on acid-free paper Springer is a part of Springer Science--Business Media (www.springer.com)
[Dyad: the principle of twoness or "you and me". Dyadic thinking seeks to understand the relationship and dynamics between two parties acting in complex network contexts. Dyad marketing is the basic principle according to which the strategic marketer focuses on the customer relationship and the benefits of mutuality.]
Contents
Preface· 9 1. The Relationship Aspect of Marketing · 15 2. A Systematic Approach to the Buyer-Seller Relationships · 35 3. The Economics of Customer Relationships · 47 4. Customer Loyalty and Business Economics · 65 5. The Driving Forces of Customer Relationships · 85 6. Supplier Relationship Levels - Consequences and Contents ·107