Relationship Marketing The Case Of Mini

Author : Juliane Kuballa
Publisher : GRIN Verlag
ISBN 13 : 3638826988
Total Pages : 30 pages
Book Rating : 4.83/5 ( download)

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Download or read book Relationship Marketing - The Case of MINI written by Juliane Kuballa and published by GRIN Verlag. This book was released on 2007-11 with total page 30 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Malcolm McDonald
Publisher : Butterworth-Heinemann
ISBN 13 : 0750646152
Total Pages : 343 pages
Book Rating : 4.54/5 ( download)

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Download or read book Key Customers written by Malcolm McDonald and published by Butterworth-Heinemann. This book was released on 2000 with total page 343 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : V. Kumar
Publisher : Springer
ISBN 13 : 3662553813
Total Pages : 411 pages
Book Rating : 4.17/5 ( download)

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Download or read book Customer Relationship Management written by V. Kumar and published by Springer. This book was released on 2018-05-15 with total page 411 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Evert Gummesson
Publisher : Routledge
ISBN 13 : 1136354182
Total Pages : 378 pages
Book Rating : 4.82/5 ( download)

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Download or read book Total Relationship Marketing written by Evert Gummesson and published by Routledge. This book was released on 2011-01-05 with total page 378 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Helen Peck
Publisher : Taylor & Francis
ISBN 13 : 1136369023
Total Pages : 526 pages
Book Rating : 4.25/5 ( download)

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Download or read book Relationship Marketing written by Helen Peck and published by Taylor & Francis. This book was released on 2013-06-17 with total page 526 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Mari Smith
Publisher : John Wiley & Sons
ISBN 13 : 1118135008
Total Pages : 272 pages
Book Rating : 4.06/5 ( download)

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Download or read book The New Relationship Marketing written by Mari Smith and published by John Wiley & Sons. This book was released on 2011-10-03 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: A top social media guru shares the secrets to expanding your business through relationships People have always done business with people they know, like, and trust. That's the essence of "relationship marketing." Today, the popularity of online social networking has caused a paradigm shift in relationship marketing. This book helps businesspeople and marketers master this crucial new skill set. Social marketing expert Mari Smith outlines a step-by-step plan for building a sizable, loyal network comprised of quality relationships that garner leads, publicity, sales,, and more. If you're a businessman or businesswoman feeling the pressure to shift your approach to using social media marketing, to better understand the new soft skills required for success on the social web, and to improve your own leadership and relationship skills through emotional and social intelligence, this book is for you. Outlines how to become a significant "center of influence" for your customers and prospects Explains the unspoken rules of online etiquette—and the common "turnoffs" that drive customers and potential partners away Details the unique cultures of Facebook, Twitter, and other popular online platforms Shows exactly what to automate and delegate to build your social media persona, yet still retain the personal touch Even if you currently have zero presence online, this book will help you see measurable results in a short time.

Author :
Publisher :
ISBN 13 : 9780333777497
Total Pages : 295 pages
Book Rating : 4.92/5 ( download)

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Download or read book Marketing Management written by and published by . This book was released on 2000 with total page 295 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Author : Annekie Brink
Publisher : Juta and Company Ltd
ISBN 13 : 9780702177392
Total Pages : 228 pages
Book Rating : 4.93/5 ( download)

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Download or read book Relationship Marketing and Customer Relationship Management written by Annekie Brink and published by Juta and Company Ltd. This book was released on 2008 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : David Smith
Publisher : McGraw Hill
ISBN 13 : 0077158407
Total Pages : 353 pages
Book Rating : 4.08/5 ( download)

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Download or read book EBOOK: Exploring Innovation written by David Smith and published by McGraw Hill. This book was released on 2015-03-16 with total page 353 pages. Available in PDF, EPUB and Kindle. Book excerpt: The third edition of Exploring Innovation offers an engaging new perspective on innovation. The book provides business students with a clear understanding of the nature of innovation and how it can be managed and fostered. Written in an accessible style, Exploring Innovation encourages students to challenge their pre-conceived ideas about innovation and to see it as a continuous, on-going process, by exploring some of the biggest developments in innovation. Lively discussions of key concepts are provide through numerous case studies, on a range of original products and services, bringing business theories to life. The new edition has been fully revised and updated with a more intuitive structure to now feature: A greater emphasis on what innovation involves. A new chapter on Value Capture. Expanded coverage on Services and Process Innovations. Two new chapters covering Global and Green trends in innovation. 8 new major case studies and more than 40 new mini-cases including Twitter, Angry Birds, Netflick, Google and Toyota.

Author : Hollensen Svend
Publisher : World Scientific
ISBN 13 : 1944659641
Total Pages : 520 pages
Book Rating : 4.46/5 ( download)

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Download or read book Marketing: A Relationship Perspective (Second Edition) written by Hollensen Svend and published by World Scientific. This book was released on 2019-03-15 with total page 520 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing: A Relationship Perspective is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based, and challenging basic marketing text, which describes and analyzes the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the 'new' relationship approach into the traditional process of developing effective marketing plans. The book's structure fits to the marketing planning process of a company. Consequently, the book looks at the marketing management process from the perspective of both relational and transactional approach, suggesting that a company should, in any case, pursue an integrative and situational marketing management approach. Svend Hollensen's and Marc Opresnik's holistic approach covers both principles and practices, is drawn in equal measure from research and application, and is an ideal text for students, researchers, and practitioners alike.