1;Dedication Page;5 2;Table of Contents;6 3;Preface;7 3.1;The Dawn of Dyad Marketing Thinking;7 3.2;Market Leadership - Old Economic Rationales under Pressure?;8 3.3;Future Marketing Paradigm;9 3.4;Objectives;9 3.5;Target Audience;10 3.6;Acknowledgements;11 4;1. The Relationship Aspect of Marketing;12 4.1;1.1 Introduction - the Power of Relationships;12 4.2;1.2 What Business is Marketing Really in?;14 4.3;1.3 The Classical Buyer-Seller Relationship;16 4.4;1.4 Elements of the Buyer-Seller Relationship;18 4.5;1.5 Classifying the Pattern of Interaction Between Buyer and Seller;22 4.6;1.6 Defining Relationship Marketing;25 4.7;1.7 Different Theoretical Directions in Relationship Marketing;27 5;2. A Systematic Approach to the Buyer-Seller Relationships;31 5.1;2.1 Marketing as Mutual Exchange;31 5.2;2.2 Marketing as Systems;33 5.3;2.3 Three Types of Exchange;33 5.4;2.4 Two Approaches to Exchange;35 5.5;2.5 The Political Economy Paradigm;37 6;3. The Economics of Customer Relationships;43 6.1;The Principle of Complete Resource Mobility;44 6.2;The Principle of Frictionless Transactions Between Supplier and Customer;45 6.3;The Principle of the Period as Fiscal Dimension;46 6.4;3.2 The Business Economics of Customer Relationships - Risk and Opportunism;47 6.4.1;Skanska and Rockwool³²;48 6.4.2;The True Product Costs;50 6.5;3.3 Customisation of Assets, Frictions and the Life Cycle;52 6.5.1;Customisation of Assets;52 6.5.2;Cost of Frictions;53 6.5.3;Customer Life Cycle;54 6.6;3.4 Generic Transaction Costs;59 7;4. Customer Loyalty and Business Economics;61 7.1;4.1 Defining and Describing Customer Loyalty;61 7.2;4.2 The Customer Life Cycle and Various Loyalty Dynamics;63 7.3;4.3 The Value of Customer Loyalty;65 7.3.1;Lifetime Economy;66 7.3.2;Efficiency Economy;67 7.3.3;Value-Adding Economy;68 7.4;4.4 Loyalty in a Market Segmentation Perspective;69 7.5;4.5 Ties and Segmentation;73 7.6;4.6 Loyalty Matrix Modelling as an Approach to Segmentation;75 7.7;4.7 Concept to Measure Customer Loyalty;78 8;5. The Driving Forces of Customer Relationships;80 8.1;5.1 The Relationship System;80 8.2;5.2 The Influence Position of the Supplier;83 8.2.1;Interdependence of Ties and Trust between Customer and Supplier;84 8.2.2;The Threat of Vertical Integration in Dyadic Relationships;85 8.3;5.3 Competitors as Driving Force;86 8.4;5.4 Buyers and Their Influence;89 8.4.1;How Can the Buyer Motivate the Supplier to Invest in Customised Assets?;92 8.5;5.5 Catalysts as a Driving Force;92 8.5.1;The Nature of Complementors;93 8.5.2;Invaders Attacking Established Value Chains;95 8.5.3;Invasion by Reconfiguration;95 8.5.4;Innovations - the Driver Beyond the Immediate Playground;96 8.6;5.6 The Relationship DNA;97 8.6.1;What Impact Does the Relationship Form Have on the Relationship?;98 8.6.1.1;The parties;98 8.6.1.2;The customer needs;98 8.6.1.3;Time horizon;99 8.6.1.4;The communication pattern;99 8.6.2;The Exchange Form;99 8.6.3;Customer Life Cycle;101 9;6. Supplier Relationship Levels - Consequences and Contents;102 9.1;6.1 The Ladder as a Relationship Metaphor;102 9.2;6.2 Five Steps of Supplier-Customer Relationships;103 9.2.1;Spectator;104 9.2.2;Vendor;104 9.2.3;Preferred Provider;104 9.2.4;Business Consultant;105 9.2.5;Partner (Ally);105 9.3;6.3 Relationships Forms - in a Key Account Management Context;107 9.4;6.4 Contact - One Contact Point Relationship;109 9.5;6.5 Passive Coordination - Customer-reflected Relationship;110 9.6;6.6 Proactive Coordination - Supplier-reflected Relationship;113 9.7;6.7 Integrator - Joint Development;116 9.8;6.8 Relationship Contents;119 9.8.1;Uniplex;122 9.8.2;Uniplex to multiplex - One to team;123 9.8.3;Multiplex to uniplex - Team to one;123 9.8.4;Multiplex - Team to team;124 10;7. Relationships in Different Environments;125 10.1;Industry Characteristics and How They Affect Relationships;125 10.1.1;I - Customer's competitive situation (industry attractiveness);127 10.1.2;II - Relationship value system (business system analysis);127 10.1.