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Navigable Slide Index

1. Introduction
2. Relationship marketing
3. Developments in marketing
4. Industrial (B2B) marketing vs. services marketing
5. Relationship marketing: definition
6. Relationship marketing: conceptual transitions
7. TM vs. RM
8. Drivers to strategic decision making
9. The 2 pillars of relationship economics
10. Relationship economics: loyalty
11. Relationship economics: switching costs/barriers
12. Customer loyalty: an integrated model
13. Size vs. share of wallet
14. Core firm and its relationships
15. Evolution of relationships
16. Relationship stages
17. New relationships
18. Transactional vs. relationship marketing
19. Marketing evolution
20. 10 fundamental premises of service-d logic
21. Marketing evolution: conceptual transition
22. Thank you

Topics Covered

• Stakeholder research
• Ethics
• Stakeholder theory
• Stakeholder classifications
• Classification examples
• Stakeholder analysis
• Stakeholder audit
• Stakeholder mapping

Links

Series:

• Principles of Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on January 1, 2012