The market-led organisation
The market-led organisation

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The market-led organisation

5.2 An integrated perspective on relationship management: the six markets model

Christopher et al. (1991) developed a complementary model to Piercy's. Based on the idea of stakeholders, the ‘six market model’ of relationship management works equally well in either a commercial or non-profit setting. I have combined the Piercy and Christopher et al. models in the following table to illustrate some of the critical issues in the key relationships that organisations need to address.

Key relationships and marketsCritical issues
Customer marketsWhat value proposition can the organisation choose to attract new customers and to keep old ones loyal?
Internal marketsAre the employees willing and capable of delivering a quality service of the value proposition that the organization has chosen?
Recruitment marketsDoes the organisation have careful selection, motivation and training of employees?
Supplier marketsHow many partnerships are involved in creating the value proposition? How can relationships with other organisations such as suppliers and distributors be managed effectively?
Influence marketsWord of mouth communication must be recognised as a valuable tool in the marketing mix. How can relationships be forged with journalists, analysts, reference groups and pressure groups that will enhance the reputation of the organisation?
Referral marketsDoes the organisation have good communication links with the experts and professionals who make recommendations regarding purchasing decisions? How can the organisation progress its customer relationships along the ‘loyalty ladder’ to encourage customers to become strong advocates of the company? Does the organisation recognise customer-driven value?
Is the organisation vulnerable to competitive attack and how well does it understands its capabilities? How long will its value proposition stay unique?

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