MARK344 Lecture Notes - Lecture 14: Relationship Marketing, Vertical Integration, Outsourcing
Document Summary
The topicality of alliance and network concerns reflects the fact that the environment in which businesses go to market has changed radically in most sectors and continues to be turbulent and higher risk than ever before. As customer demands for more complex value offerings grow, the ability to work collaboratively to create solutions will emphasise the need for close coordination between suppliers, partners and sellers. Furthermore, these strategic internal relationships will often have to cope with complex markets where there are also links between our suppliers and our partners and between them and our customers, in the way suggested by figure 15. 2. Indeed, in some interesting ways, the trend towards inter-organisational collaboration in the route to market provides the other face of relationship marketing. While the priority of managing better customer relationship remains, for a growing number of companies this is accompanied by the need for efforts to be made in managing the relationship with t collaborator as well.
