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Over the last decade, considerable emphasis has been placed on the importance of relationship marketing. The re‐orientation of marketing has been at the expense of the traditional approach to marketing, that is transaction marketing (the “4Ps”). However, others conclude that transactional marketing is still relevant and practised concurrently with various types of relational marketing. However, no empirical evidence has been provided to support the proposition of a pluralistic approach to marketing. We, therefore, draw on empirical, qualitative case study evidence from the emerging and transforming international food supply chain that supports the proposition. The paper uses two settings from this context to illustrate that both transactional and relational approaches to marketing are employed concurrently. The first case, at the product origin of the supply chain, is based upon research into relationship marketing in the Danish‐UK dairy supply chain. The second case, at the consumer interface of the supply chain, evolves from a study into an interactive home‐shopping supermarket in New Zealand. The paper considers implications and areas for further research.

The articulation of supply networks, as an extension of supply chains, seeks to accommodate and explain the commercial complexity associated with the creation and delivery of goods and services from the source of raw materials to their destination in end‐customer markets. In place of the simplistic, linear and unidirectional model sometimes presented for supply chains, the supply network concept describes lateral links, reverse loops, two‐way exchanges and so on, encompassing the upstream and downstream activity, with a focal firm as the point of reference. A review of classifications of supply networks reveals that none of the existing approaches appears adequate for managers facing the practical problems of creating and operating them on a day‐to‐day basis. This research identifies differing emphases that may be required for managing within supply networks, according to the nature of the products for which they are created. Taking an established categorisation of supply chains as its starting point, the research first develops the conceptual basis, using strategy literature, and then tests the resultant initial model in 16 case studies. Finally, a new categorisation for supply networks is presented, using the type of product as a differentiator.

This chapter attempts to explore customer loyalty and retention in the context of Pakistani restaurants. Effects of customer perceived value and service quality as antecedents are tested on customer loyalty and retention along with the mediating effects of customer satisfaction and customer relationship management quality. This chapter is conducted in 15 restaurants from Multan. Results reveal how the restaurant sector lacks a monitoring mechanism that promotes an effective customer relationship. For example, what kinds of measurements the manager could use to enhance a customer's loyalty and retention.

Wine tourism has gained increased coverage in the last 4–5 years. Recognised as an effective aid to distribution and brand building, both industry and academia have developed research and strategies for increasing the effectiveness of how wineries manage wine tourism. This paper synthesises the findings from two recent conferences and argues that in order to be successful wineries will need to pay more attention to strategies that attract repeat visitors. This requires a relationship marketing strategy.

The recent House of Lords decision in Carmichael v. National Power plc decided that a casual/zero‐hours worker was self‐employed and thus excluded from most of the basic employment statutory rights. The aims of this article are to note the incidence and characteristics of the casual workforce in the UK and EU; to explore the current legal framework applying to casual workers, including the decision and implications of Carmichael; to note recent and intended legal measures which have particular relevance for casual workers; to evaluate the likely effectiveness of those recent or proposed legal measures; and to consider possible alternative strategies to establish an appropriate framework for casuals.

Relationship development is presented as an optimal strategy across all sectors of economic activity, although relationships, and their appropriateness, vary by industry sector. In order to contribute to academic and managerial understanding of relationships in professional business services, this study aims to investigate the characteristics of relationship development in management consultancy.

Data collection involved semi‐structured interviews with both consultants and clients and employed a multilevel perspective for the investigation of relationships.

The findings provide a more nuanced reading of relationships and relationship development. First, a distinction between within‐project and between‐projects relationships and the important strategic implications which flow from these two different types of relationships are identified. Second, a distinction between relationship‐seekers and relationship‐switchers, and the resource allocation decisions associated with managing these two different client groups are identified.

This is an exploratory study based on a qualitative methodology and thus no claims are made about generalizability. The study primarily aimed to achieve a theoretical generalization. The emerging conceptualizations could be extended to and tested by other cases in future studies.

The study has implications for managers because of the insights it offers into the mechanisms for relationship development; the strategic value of relationships; what the clients have to say about relationships; and the elements that characterize successful long‐term relationships.

The study contributes to relationship management theory within services marketing by offering a more refined understanding of company‐client relationships, compared with the more generic interpretations of relationships which often characterize studies of relationship management.

The purpose of this paper is to illustrate the practical application of dynamic capabilities theory to improve investment decisions in customer relationship management (CRM).

Action research (AR) allows managers to raise the tacit knowledge of their dynamic capabilities to a level where they can be identified and developed. A framework and a process for managing dynamic capabilities in marketing are presented.

The findings relate to the nature of dynamic capabilities in marketing and how they are managed.

Marketing managers can improve the return on investments in CRM.

The paper presents a method for applying dynamic capabilities drawn from the resource‐based view (RBV) to practical marketing problems.

The purpose of this paper is to report on an investigation into the selection and evaluation of a suitable strategic positioning methodology for SMEs in Singapore.

The research methodology is based on critical review of the literature to identify the potentially most suitable strategic positioning methodology, evaluation and testing of the methodology within the context of SME's in Singapore, and analysis to determine the strengths and weaknesses of the methodology and opportunities for further research.

This paper illustrates a leading integrated strategic positioning decision making process, which has been found to be potentially suitable for SMEs in Singapore, and the process is then applied and evaluated in two industrial case studies. Results in the form of strengths, weaknesses and opportunities are evaluated and discussed in detail, and further research to improve the process has been identified.

A practical and integrated strategic supply chain positioning methodology for SMEs to define their own competitive space, among other companies in the manufacturing supply chain, so as to maximize business competitiveness.

This paper contributes to the knowledge of the strategic positioning decision process as well as identifies further research to adapt the process for SMEs in Singapore.