The organisation and implementation of marketing strategy is the focus of this course, rather than strategy development. Implementation involves the performance of marketing activities to create and deliver products and services that meet the needs of customers and consumers. Some of this work is carried out within the firm and some by suppliers, distributors, business customers and other organisations. A key aspect of this activity is relationship management, which involves developing and managing relations between marketing and other functions within the firm and with external organisations in order to gain access to and develop key resources and competences. The increased importance of relationship management is reflected in the growth of relationship marketing in consumer markets and in the development of interaction and network approaches to marketing in business and international marketing. This course examines the nature and role of internal and external relations in implementing marketing strategy, their impact on a firm's marketing performance and how they are managed. It includes consideration of issues such as customer relationship management, key account management, relationship portfolios, power and conflict, collaboration and partnering strategies, interaction and network approaches to marketing.