1. Relationships: They are long-term mutually, satisfying relations with key parties- customers, suppliers, channels. The focus is to build lifetime loyal customers. Knowing customers and delivery of high customer value and satisfaction build relationships. They result in relationship marketing which ensures that customers remain as loyal customers.2. Networks: They consist of the organization and its key stakeholders. They are the result of relationships.
Stakeholders consist of customers, suppliers, employees, technological partners, channel members, and advertising agencies. The organization has mutually beneficial relationships with them. Today, the competition is between marketing networks, not between the companies.
3. Supply chain: Supply chain is a value delivery network. Each party in the chain creates a higher value for the other party involved in the chain. In return, a part of value created is retained as profit by each party.
Supply chain directs marketing efforts at maintaining backward linkages consisting of relationships with the suppliers of raw materials, technology, finance and semi-finished products. Mutually beneficial relationships are built with key stakeholders to capture the value generated by the supply chain.
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