Relationship Marketing The Case Of Mini PDF Download
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Author | : Juliane Kuballa |
Publisher | : GRIN Verlag |
Total Pages | : 30 |
Release | : 2007-11 |
Genre | : Business & Economics |
ISBN | : 3638826988 |
Download Relationship Marketing - The Case of MINI Book in PDF, ePub and Kindle
Seminar paper from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 75 %, Northumbria University, 24 entries in the bibliography, language: English, abstract: This academic paper critically analyses the relationship marketing orientation of MINI, a cult car of the car manufacturer BMW. A brief historical review serves to demonstrate MINI's specific position in the BMW brand portfolio. Further, the need to build a close relationship especially with retailers and end-consumers is demonstrated. In this context the expanded marketing mix framework is applied to state the relationship marketing activities MINI currently adopts. Further suggestions for improvement are provided accordingly. Finally shortcomings of relationship marketing knowledge as well as appropriate recommendations are provided.
Author | : Robert W. Palmatier |
Publisher | : Routledge |
Total Pages | : 261 |
Release | : 2019-01-15 |
Genre | : Business & Economics |
ISBN | : 1351388231 |
Download Relationship Marketing in the Digital Age Book in PDF, ePub and Kindle
The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays encountering its next upsurge. Due to a confluence of trends driving the global business world—including the transition to service-based economies, faster product commoditization, intensified competition worldwide, growth among emerging markets, aging populations, advertising saturation, and (above all) the digital age—strong customer relationships are more than ever vital to company strategy and performance. Relationship Marketing in the Digital Age provides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to marketing scholars and practitioners. In seven chapters, divided into two main sections on understanding (Part I) and effectively applying (Part II) relationship marketing, an introductory and a concluding chapter, readers learn how to successfully manage customer–seller relationships.
Author | : Helen Peck |
Publisher | : Routledge |
Total Pages | : 525 |
Release | : 2013-06-17 |
Genre | : Business & Economics |
ISBN | : 1136369031 |
Download Relationship Marketing Book in PDF, ePub and Kindle
Arranged in 6 sections, this title gives marketing practitioners and students critical examples of best practice from a variety of companies. Alongside 'Relationship Marketing: bringing quality, customer service and marketing together' and 'Relationship Marketing for Competitive Advantage: winning and keeping customers' this new title provides readers with insights into marketing in the 21st century.
Author | : V. Kumar |
Publisher | : Springer |
Total Pages | : 411 |
Release | : 2018-05-15 |
Genre | : Business & Economics |
ISBN | : 3662553813 |
Download Customer Relationship Management Book in PDF, ePub and Kindle
This book presents an extensive discussion of the strategic and tactical aspects of customer relationship management as we know it today. It helps readers obtain a comprehensive grasp of CRM strategy, concepts and tools and provides all the necessary steps in managing profitable customer relationships. Throughout, the book stresses a clear understanding of economic customer value as the guiding concept for marketing decisions. Exhaustive case studies, mini cases and real-world illustrations under the title “CRM at Work” all ensure that the material is both highly accessible and applicable, and help to address key managerial issues, stimulate thinking, and encourage problem solving. The book is a comprehensive and up-to-date learning companion for advanced undergraduate students, master's degree students, and executives who want a detailed and conceptually sound insight into the field of CRM. The new edition provides an updated perspective on the latest research results and incorporates the impact of the digital transformation on the CRM domain.
Author | : Bhawana Sharma |
Publisher | : |
Total Pages | : 0 |
Release | : 2014 |
Genre | : |
ISBN | : 9781466649460 |
Download Case Study on Relationship Marketing Book in PDF, ePub and Kindle
Author | : Evert Gummesson |
Publisher | : Routledge |
Total Pages | : 378 |
Release | : 2011-01-05 |
Genre | : Business & Economics |
ISBN | : 1136354182 |
Download Total Relationship Marketing Book in PDF, ePub and Kindle
This third edition of Total Relationship Marketing confirms it as a classic text on the subject of relationship marketing and CRM, areas which have become accepted – and debated – parts of marketing but are currently undergoing dramatic change. A major contribution to marketing thought internationally, this seminal title presents a powerful in-depth analysis of relational approaches to marketing where the three words relationships, networks and interaction are king. The book effects a dramatic shift in the fundamentals of marketing thought, with the author’s refined model of thirty relationships, the 30Rs, presenting a sophisticated and cogent challenge to the traditional 4Ps schema. Previous editions were widely praised as breakthrough texts in the field, combining incisive and searching analysis with an accessible and pragmatic approach to putting the theory to work. This third edition is the first book on relationship marketing and CRM to integrate the ongoing evolution in marketing through the service-dominant logic, lean consumption and the customer’s value chain, the augmented role of the customer in value creation, the increasing importance of customer-to-customer (C2C) interaction, network-based many-to-many marketing, and marketing accountability and metrics. It addresses both the high tech, information technology aspects of marketing and the high touch, human aspects. Further, customer-centricity is suggested to be broadened to balanced centricity, a trade-off between the needs of all stakeholders of a network of relationships. Examples, cases, concepts and references have been updated. Highly informative, practical in style and packed with illustrations from real companies, Total Relationship Marketing is an essential resource for all serious marketing practitioners as well as undergraduate and postgraduate students.
Author | : Malcolm McDonald |
Publisher | : Butterworth-Heinemann |
Total Pages | : 343 |
Release | : 2000 |
Genre | : B2B-handel |
ISBN | : 0750646152 |
Download Key Customers Book in PDF, ePub and Kindle
Developing successful business-to-business relationships with more powerful customers in highly competitive markets requires processes and skills that go beyond traditional selling activity. The very best state-of-the-art strategies are set out clearly in this book in a practical way that can be implemented in all organizations. In particular 'Key Customers' looks at: * why has key account management become so critical to commercial success? * what are the key challenges and how do successful companies respond? * why is it vital to understand the role of key account management in strategic pla.
Author | : Annekie Brink |
Publisher | : Juta and Company Ltd |
Total Pages | : 228 |
Release | : 2008 |
Genre | : Business & Economics |
ISBN | : 9780702177392 |
Download Relationship Marketing and Customer Relationship Management Book in PDF, ePub and Kindle
Presenting a dramatic shift in the way marketing is viewed and how its value is determined, this diverse resource focuses on the retention of customers through excellent customer service. Attending to the “4 Ps” of marketing, the guidebook addresses the ways in which a marketer can make decisions with the customer’s perspective as the priority. With strategies both for one-to-one marketing and for mass customization, this critical handbook offers information for today’s ever-adapting business environment.
Author | : SUPRIYA BISWAS |
Publisher | : PHI Learning Pvt. Ltd. |
Total Pages | : 481 |
Release | : 2014-08-14 |
Genre | : Business & Economics |
ISBN | : 8120348753 |
Download RELATIONSHIP MARKETING Book in PDF, ePub and Kindle
The role of relationship marketing in the current business scenario has become significant as maintaining good relationships with various sections of society, especially the customers, is important for achieving organisational objectives. The book encapsulates all the essential aspects of relationship marketing in an easy-to-understand manner. It has been thoroughly revised and enlarged in the Second Edition and incorporates topics based on emerging concepts of marketing and technology, including relationship parameter in brand identity, service recovery paradox, adversity quotient of relationship managers, impact of social networking on customer relations, as well as applications of cloud and mobile computing in the practice of relationship marketing. Inclusion of new and contemporary case studies from industries—Toyota logo, Removing pain points: How Coco-Colas low-cost solar cooler is helping Coke spread its wing in villages, and Mobile computing in general insurance business, provides a practical orientation to the text and help students to understand concepts of relationship marketing in the context of real-world situation. Apart from these, case assignments have been developed on various dimensions of relationship marketing. Intended as a textbook for the postgraduate students of management, the book is equally useful for relationship managers, executives, and sales and marketing professionals.
Author | : |
Publisher | : |
Total Pages | : 295 |
Release | : 2000 |
Genre | : Marketing |
ISBN | : 9780333777497 |
Download Marketing Management Book in PDF, ePub and Kindle
This introduction to the principles of marketing management has a relationship perspective integrated throughout. Contributors explore five key areas: the role of relationship marketing in business; the customer retention audit; creating customer value through the expanded marketing mix; planning and organizing for relationship marketing; and relationship marketing in action. Using graphics, mini case studies and numerous real world examples, this text is aimed at MBA students, postgraduates and professionals seeking an introduction to leading edge management and marketing thinking. An instructor's manual providing overhead masters and teaching notes supports the text. This will also include a long case study of Guinness plc, which lecturers can use in seminar or project work.