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)


Describes the process in developing a Relationship Strategy


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


To determine Relationship Marketing strategy

Source of Relationship Strategy Framework (2S’s):

Christopher et al (1993)