Stakeholder causal scope centric market positioning: Implications of relationship marketing indicators

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

14 Citations (Scopus)

Abstract

A multi-case study study has been conducted on five grown sports organizations to realize how the organizations have been utilizing various Relationship Marketing (RM) indicators in order to position their image in their target markets. Based on various existing and emergent Stakeholder Causal Scope (SCS) and relevant RM indicator(s), the organizations differentiate their corporate profile or market offering in a way that conveys a central idea relating to their stakeholder relationship value and relevant market positioning. 12 RM indicators, four market positioning dimensions, and subsequent existing and emerging differentiation variables are described in this chapter. Underlying the relevant SCS, the organizations utilize these RM indicators and differentiation variables to design their market offerings in order to position their corporate or market offerings’ image in their target markets. The RM-centred market positioning initiatives of the sports organizations emerge as viable across industries and markets.
Original languageEnglish
Title of host publication Customer-Centric Marketing Strategies
Subtitle of host publicationTools for Building Organizational Performance
EditorsHans-Ruediger Kaufmann, Mohammad Fateh Ali Khan Panni
Place of PublicationHershey, PA, USA
PublisherIGI Global
Chapter12
Pages245-263
ISBN (Electronic)9781466625259
ISBN (Print)9781466625242
DOIs
Publication statusPublished - 2013
Externally publishedYes

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