Lecture notes Relationship Marketing (MAN00034H)
Dr. Alex Gillett
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Full notes from a 70+ achieving student
Relationship Marketing, Stakeholders & Society
Dr. Alex Gillett
Wednesday: first hour lecture then second half seminar
Thursday: Workshops for Q’s on assessment
Reading:
- He’s got research papers: Gillett and Tennent
- Main Text: Relationship Marketing: Exploring etc. (John Egan Fourth Edition)
- Additional: Palmatier, R.W. and Steinhoff, L. (2019) Relationship Marketing in the Digital
Age. Routledge
- Market research and industry reports also allowed for assessment
Formative: 1 page poster in a group (or short PP) details in week 5
Summative: 3.5k words report format. Submission date summer term week 2 (100%)
Link to his research: https://pure.york.ac.uk/portal/en/researchers/alex-giles-
gillett%2862ee20ca-2ce2-4835-971c-c47ec8d516c9%29.html
• Research interests:
Marketing and projects:
- Planning, operations and legacy.
- Complexity: 'time' (temporality), 'space' (geography), stakeholder networks & interaction.
• My longitudinal studies include:
- Global events, e.g. FIFA World Cup and Olympic Games
- National and sub-regional housing collaborations
- Local, e.g. football club stadium and community facilities
• I also research soccer fan segmentation, and management education and learning.
1
,Lecture 1: Some Marketing History and Key Issues
Services: There was pressure to
differentiate because all products
were the same
Place and Price are the two areas of marketing that are the hardest to academically write
about as a marketing student. They are the “unfashionable areas of marketing”
Place is such a broad spectrum of areas that includes many disciplines and price crosses
over into finance
Marketing Myopia: businesses will do better in the end if they concentrate on meeting
customers’ needs rather than on selling products
Discussed the criticisms of marketing mix such as forcing words as P’s and number of them
Does it stop us from pursuing things in marketing to where you don’t look at other areas,
instead of using it as a tool (a ‘straight jacket’ for marketers)
Criticisms authors: Gummersson, Gronroos, Vargo and Lusch
2
, Decline of Traditional Marketing (Godson, 2009)
Kotler suggested the 4 C’s in 1999
More of a customer focused/angled approach
Gummesson: “Relationship marketing is interaction in networks od relationships”
Very broad definition which require further reading to understand
It is more inclusive than the other definitions
Gronroos: “(The purpose of)...marketing is to identify and establish, maintain and enhance,
and when necessary terminate relationships with customers (and other parties) so that the
objectives regarding economic and other variables of all parties are met. This is achieved
through a mutual exchange and fulfilment of promises.”
The opposite would be more of a transactional view point
Database would just be saying oh we
have CRM database
Real RM is getting feedback and
incorporating that in your marketing
strategies
3
, Fundamental Values of RM
• Long-term sustainable relationships
• Everyone wins
• Recognising that all parties can be active
• Service values, not 'bureaucratic and legal values'
“Clear delineation” is the problem with bureaucracy
RM is about going above the service contract, thinking of the bigger picture, rather than just
doing what you’re supposed to do. Think about the bigger reason you’re there
Comparison of approaches (Christopher et al (2002)
Focus on single sale Focus on customer retention
Orientation on product features Orientation on product benefits
Short time-scale Long time-scale
Little emphasis on customer service High customer service emphasis
Limited customer commitment High customer commitment
Moderate customer contact High customer contact
Quality is primarily a concern of production Quality is the concern of all
RM and Service-Dominant Logic (S-DL)
• S-DL was first proposed by Vargo and Lusch (2004) but has developed since then
(and still developing….)
– Goods/services seen as integrated and the word ‘service’ now used for both.
– Value proposition: the benefit that is being offered and price the customer
pays.
4
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