Chapter3

Building marketing relationships:the six markets model

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INTRODUCTION

In the last two chapters we examined the role of value from the perspective of both the customer and the organisation. Value is a dynamic concept that is created and changed over time as a result of an ongoing series of interactions and relationships with key stakeholders. In this chapter we consider the role of multiple stakeholders in relationship marketing.

The mainstream marketing literature has neglected the important issue of understanding and building long-term relationships with both customers and other stakeholder groups. But managing the organisation's ...

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