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- 4. Social Capital How to Build Relationships The Great Wheel of Relationships©
Editor's Notes
- The pages in this section of the developmental relationship marketing Web site contain copies of slides used by David B. Wolfe in presentations on DRM. This material may be copied for personal use and internal use by organizations but no use is permitted for commercial purposes except by written permission of David B. Wolfe. The Marketing Revolution "The 1990s are not proving a good decade for marketing." Thus began a recent article by Peter Doyle in European Journal of Marketing. Kevin Clancy and Robert Shulman, former heads of Yankelovich Clancy Shulman, wrote in The Marketing Revolution there is a marketing revolution coming “because failure is self-evident and everybody -- stockholders, directors, CEOs, customers, the government -- is angry because marketing, which should be driving business and marketing, doesn’t work. Jag Sheth, head of Emory University’s Center for Relationship Marketing and Raj Sisodia, head of George Mason University’s Executive MBA program stated in a recent issue of The Journal of Marketing that while manufacturing costs have dropped from around 50% to 30% since the 1940s, and G & A costs from 30% to 20%, marketing costs have risen from 20% to about 50%. A 1995 McKinsey report declared “Doubts are surfacing about the very basis of contemporary marketing.” What has gone wrong? Have marketers been traveling the wrong road to get to their destination of a better understanding of consumers and achieving more effective marketing?” Arguably, yes. Many are seeing relationship marketing as a big part of the solution to marketing’s present woes.