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Published by whliushishuai

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Published by: whliushishuai on Nov 10, 2010
Copyright:Attribution Non-commercial


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Creating Value ThroughCreating Value ThroughCustomerCustomerand Supplierand SupplierRelationshipsRelationships
Relationship Marketing (RM)Relationship Marketing (RM)Customer Relationship Management (CRCustomer Relationship Management (CROther RM Concepts – value webs andOther RM Concepts – value webs andlifetime valuelifetime value
Factors Causing the Decline of theFactors Causing the Decline of theTraditional Marketing ParadigmTraditional Marketing Paradigm
This perspective is no longer sufficientThis perspective is no longer sufficient
The powerful forces of industryThe powerful forces of industryglobalizationglobalization
The “value” movementThe “value” movement
Rapid advances in technologyRapid advances in technology
Shift in the balance of power towardShift in the balance of power towardcustomers have coalesced to change thecustomers have coalesced to change therules for business successrules for business success
The Transition from theThe Transition from theTraditional Marketing ConceptTraditional Marketing Concept
The traditional marketing paradigm (theThe traditional marketing paradigm (the4 Ps) is losing some of its influence among4 Ps) is losing some of its influence amongmarketers.marketers.
It focuses on the transaction and the coreIt focuses on the transaction and the coreproduct, taking a short-term perspective;product, taking a short-term perspective;customer attraction (conquest marketing) is thecustomer attraction (conquest marketing) is theoverriding goal.overriding goal.
The 5The 5
P is people – more important!P is people – more important!

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