Relationship Marketing Strategy and implementation

twin pillars – culture and structure – are critical to the achievement of relationship marketing goals. The first of these, cult ...

there is a close alignment between the mission, the rhetoric and the implementation. Not only do senior managers need to ‘walk t ...

where is profoundly different from the classic view of marketing as a function. David Packard, one of the co-founders of Hewlett ...

14 Castells, M. (1996). The Rise of the Network Society, Blackwell, Oxford. 15 Kaplan, R.S. and Norton, D.P. (1993). Putting the ...

●even strong brands need to be supported by integrated business strategy ●the critical role of the Chief Executive in translatin ...

are to become a reality. The case provides an excellent example of how relationships with each of the six markets must be planne ...

Case 6.1 Relationship marketing: Lessons from Laura Ashley This case was prepared by Helen Peck, Cranfield School of Management, ...

whim became an obsession. Laura designed a range of tea towels and other kitchen accessories which found a ready market through ...

array of paint, tiles and bedlinen. A substantial proportion of the range was new each year, but best-selling lines would be ret ...

Creating and implementing relationship marketing strategies 435 Table 6.1.1 Laura Ashley – Board of Directors, 1985/86 Bernard A ...

sessions where new collections would be chosen from hundreds of samples. To eliminate waste and cut costs, the number of designs ...

The following year, in keeping with the mood of the times, Laura Ashley became a ‘lifestyle concept’ with the launch of two new ...

introduced first in the US in November 1988, and then in the UK and Europe in early 1988. Laura Ashley Home stores (opened in sl ...

and Europe, sales crept on upwards, but margins were looking increas- ingly sickly. Rising interest rates had frozen the UK hous ...

Dual or multiple sourcing of all materials had become company policy in 1986. This was felt to be beneficial because it would av ...

Financial Times.^2 In more measured tones, he made it plain that his deci- sions would be guided by research and financial disci ...

took up his appointment, and a few days before the group announced its half year results. Sales were down by 11 per cent for the ...

though over 500 of them belonging to the UK division were sitting in the same warehouse. There were problems with the order proc ...

attempting to fill customers’ orders by chasing goods from other parts of the country. Simplify, focus, act In Maxmin’s eyes, th ...

core relationship banks’.^9 A delighted Andrew Higginson claimed that ‘this represents our banks’ endorsement of the longer term ...