RELATIONSHIP MARKETING

HOW DOES RETAIL CHAINS MAINTAINS CUSTOMER RELATIONSHIP IN MODERN MARKETING?
Course: MBA 2 (MARKETING) Lecturer: Malcolm Bennison

(Customers Created through interaction process between suppliers. . Characteristics : Values for the Parties Involved. Networks and Interaction.Information Definition: Relation Ship Marketing is Marketing seen as Relationships. customers and competitors) Nectar Card of Sainsbury·s and Loyalty Card of TESCO are the best examples of Realtionship Marketing.

.Aims and Objectives      To Build and Maintain Relationship between the customer and the organization To Generate the Customer Loyalty To Acquire Customers Retaining the Customers Promotes New Schemes and offers to attract the consumers.

Relationship Markets  Internal Market: Among the organization To Serve Better.  . Business to Business: One organization to the other. Motivate  To be the face of the organization   Referral Market: 1. Customer Reference: Friend to Friend among the customers  2.

Approach Deductive Approach † testing theory through observation and data Exploratory Study † Purposive. Self-completion diaries † to track issues and changes in stakeholder relationships with project . self-selection sampling In-depth interviews at beginning and end with Retail Chains Management.Research Methods.

Issues Ethical issues † Privacy † Intellectual Property † Confidentiality Other issues † Continuous participation .

Source of DATA Literature Review Retail Chains Books andJournals Blogs in the Internet Newspapers Interviews .

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