Elements of Relationship Strategy Framework (2S’s):
Mission, Audit of relationship markets, Internal analysis, Strategic review, Internal analysis, Strategy formulation, Internal marketing functional and cross-functional plans/actions, External marketing functional and cross-functional plans/actions, Service quality management system (implementation, control & continuous improvement)
Principle:
Describes the process in developing a Relationship Strategy
Issues:
Brennan, 1997:
- Teamwork, feeling involved in a positive sum game and that common aims and processes will increase business success
- Information sharing is critical to support joint efficiency and effectiveness
- Trust will develop naturally through experience and reduce the need to monitor and control
- The relationship more important than short term objectives
- Individual success comes trough shared success
- Customer driven
- Service
Applications:
To determine Relationship Marketing strategy
Source of Relationship Strategy Framework (2S’s):
Christopher et al (1993)