Relationship Marketing Strategy and implementation
ladder is to an ‘advocate’. This provides powerful word-of-mouth endorsement for a company. In a business to business context th ...
points increase in customer retention for a number of businesses yielded an improvement in profitability, in net present value t ...
●satisfied customers tend to be less price sensitive and may be willing to pay a price premium. This early work on customer rete ...
they modelled long-term profitability within four key market seg- ments. They suggest that retention strategies need to be based ...
Developing relationships with the customer market domain The discussion in this chapter has suggested three key groups in the cu ...
Summary In this chapter we have explored the role of the customer market domain, which comprises the direct buyers of an organiz ...
often involves increasing customer service levels and tailoring the product or service offer to suit individual customers or cus ...
11 Berry, L.L. (1983). Relationship marketing. In Berry, L.L., Shostack, G.L. and Upah, G.D. (eds), Emerging Perspectives on Ser ...
Case 2.1: Nestlé Buitoni:The house that mamma built This case was written by Edward Hickman, a Management Consultant at Robson R ...
Relationship marketing issues: ● the concept of a consumer club ● building a customer database ● developing a value proposition ...
Learning points This short case focuses on how a company selling consumer elec- tronic products should address three separate tr ...
Abstract This case study focuses on Tesco Plc, a large UK retailer. The case covers the period 1992 to 1997. In February 1995 Te ...
Relationship marketing issues: ●the introduction of a successful loyalty card ●database marketing ●the use of micro marketing ●t ...
detail, especially the circumstances and thinking which led to each new initiative being introduced. Learning points This case s ...
continuous improvement through factoring in relevant lessons that are learnt. Participants in the case discussion may wish to co ...
Broad marketing and strategic issues: ● the use of IT to create competitive advantage ● creation of a quality product through di ...
wildlife conservation charity in Europe, with over 827 000 members. The case explores the development of the Society between 199 ...
This case illustrates many of the issues involved in developing a relationship marketing strategy. It addresses, in addition to ...
64 Relationship Marketing Case 2.1 Nestlé Buitoni: The house that mamma built This case was written by Edward Hickman, a Managem ...
Paris. By this stage, the company had also branched into packaging, with Buitoni Poligrafico. In 1941, just before hostilities w ...
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