Evaluates the use of relationship marketing to benefit the immediate profitability needs of organizations.
Written in 2007; 2,730 words; 14 sources; APA; $ 81.95
Paper Summary:
This paper focuses on relationship marketing, explaining that it is a strategy that transforms casual transactions between purchasers and sellers into sustainable relationships through various marketing programs. The relationship marketing programs of Krispy Kreme Doughnuts and Harley Davidson Motor Company are used as examples of this type of marketing approach. The writer also explains that relationship marketing removes the focus of customer retention to customer acquisition, transforming relationship marketing into a customer relationship management system (CRM). Although relationship marketing has many strengths, the paper relates that it does have some problems.
Table of Contents:
Abstract
Introduction
History of Relationship Marketing
Relevancy
Harley Davidson Motor Company
Current Trends
Customer Relationship Management (CRM)
Strengths of Relationship Marketing
Weaknesses of Relationship Marketing
Conclusion
From the Paper:
"Relationship marketing is built on social networks but such networks are fraught with instability and vulnerability. A customer's evaluation of products and performance determines the level of commitment to a future relationship. Customer capital achieved through relationship marketing can be positive and growth promoting when customers are committed and satisfied allies. However, often soured relationships, where trust has been broken or the relationship somehow is void of reciprocity for the consumer, can become notorious and destructive to the organization's reputation and credibility."
We have thousands of high-quality term papers, research papers, essays, book reports and dissertations on every topic. At AcaDemon, you can download those term papers to help you write yours! You can be sure that the term paper, essay, book report or research paper you download are top-quality, competitively priced and high-level work.
This Free Term Paper Abstract is a part of our Term Paper Library.Here you can purchase research papers, examples of essays, academic dissertations, articles, notes, analytical papers, book reports, stories and poems. We have thousands of persuasive, point-of-view, narrative, critical, compare and contrast and other types of essays in our Library. You can also find here Term papers on "Relationship Marketing", Essays on "Relationship Marketing", Research papers on "Relationship Marketing", Student papers on "Relationship Marketing", Book reports on "Relationship Marketing", Dissertation on "Relationship Marketing", Thesis on "Relationship Marketing", Summary of paper on "Relationship Marketing", Articles written on "Relationship Marketing".
Look for more research papers, essays and book reports on