RELATIONSHIP MARKETING AS A

MEDIATING ROLE BETWEEN BRAND

IMAGE AND CUSTOMER LOYALTY IN B2B
MARKETS
Premise:
• The topic intends to test the role of marketing based on customer relationships vis-à-vis their
role in enabling the company to make repeat sales, cross sales and up selling to existing
customers. Special attention will be given to the efforts put forth by companies to increase
brand retention and recall, through relationship marketing. Considering the topic pertains to
using relationship as a marketing tool, we also believe a study of direct sales methods will be
apt in this study, giving special attention to the difference between B2C and B2B marketing.

Methodology:
• We will be analyzing the relation between the standing of companies on rankings like, most
trusted brand rankings, their sales and marketing spend and the impact on their sales after
accounting for the exogenous factors such as geographic expansion etc.

Data sources:
• We will be mostly studying publicly listed companies. We will be taking data from their
audited financial statements, trade journals and through other secondary research.