Here is the synopsis of our sample research paper on The Strategy of Relationship Marketing. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 6 page paper considers what is meant by relationship marketing, how it works, the way it may be seen as strategic and the use of technology to support it. The paper includes examples of relationship marketing to illustrate the points raised. The bibliography cites 12 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TErelmar.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
a careful consideration of the placement and marketing of their goods. One tool that has increased dramatically is the tool of relationship marketing. For example, to make the most of
their marketing budget and increase the return it creates General Motors have specified that they will be giving a great proportion of their budget to relationship marketing and moving it
away form the traditional branding exercises (Cantwell, 2003). GM is not alone, many companies are undertaking the use of relationship marketing as a strategic marketing tool. In looking at this
strategically this may also be seen as making the most of an often undervalue resource; the existing customers. To understand this the basics of relationship marketing need to be
understood. To put this in a simple to undertaken term, relationship marketing can be seen as the supplier seeking to have a relationship with their customers, and use the information
they gain form that relationship to benefit the sales levels. Here the relationship with the customer is not a series of separate unconnected events, but an ongoing event that develops
and changes and is renewed. There are different stages in relationship marketing, these are given many different names depending in the publication, however, these all look at the relationship
from the beginning ands the first interaction, either as a purchase or a query, though to the end when the customer is no longer a customer. The benefit of
this is that customers are seen as individuals, each has a customer lifecycle and will be at different stages of that lifecycle. There are a range of programmes used to
manage the relationship, such as customer relationship management programmes that can manage the entire relationship, and newer programmes may analysis the progress and characteristics to give indications of the best
...