Microsoft and Relationship Marketing

Paper Summary:

This paper assesses the benefits and liabilities of relationship marketing. Specifically, the paper presents a case study of the Microsoft Corporation and discusses Microsoft's products, as well as their challenges. The focus of the paper is on the challenges of Microsoft's developer marketing programs and communalization of developers, including their segmentation by desktop applications, server and enterprise products, or Internet-based applications.

Table of Contents:
Executive Summary
Background and Introduction
Main Conclusions
Recommendations
Benefits and Liabilities of Relationship Marketing
Background
Consistency and Collaboration key to Channel Trust and Relationships
Segmenting on Customer Relationship Needs Not Demographics in ERP
Effective Relationship Marketing with Business for Online Advertising
Future Trends
Limitations, Conclusions and Recommendations

From the Paper:

"Limitations to Microsoft and their ability to gain leadership in relationship marketing center on moving away from their concept of demographic segmentation and the embracing of becoming trusted advisors across all divisions. Clearly the inconsistencies in channel management strategies, anticipated long and potentially ugly fight to acquire Yahoo, and the need to get rapid revenue growth in enterprise applications all point to the need for changing mindsets from traditional to relationship-based marketing."

Sample of Sources Used:

• Dong, W., Swain, S., Berger, P (2007). The role of channel quality in customer equity management. Journal of Business Research, 60(12), 1243. Retrieved March 16, 2008, from ABI/INFORM Global database. (Document ID: 1378061801).
• Eisingerich, A., Bell, S., (2008). Perceived Service Quality and Customer Trust. Journal of Service Research: JSR, 10(3), 256. Retrieved March 13, 2008, from ABI/INFORM Global database. (Document ID: 1433202941).
• Kennedy, A., Keeney, K., (2006). Strategic Partnerships and the Internationalization Process: The Case of Software Firms. American Marketing Association. Conference Proceedings: 2006 AMA Winter Educators' Conference, 17, 48-49. Retrieved March 14, 2008, from ABI/INFORM Global database. (Document ID: 1021846201).
• Porter, C.E., Donthu, N (2008). Cultivating Trust and Harvesting Value in Virtual Communities. Management Science, 54(1), 113-128,VI. Retrieved March 16, 2008, from ABI/INFORM Global database. (Document ID: 1441382401).
• Singh, V., Mitchell, W (2005). Growth dynamics: the bidirectional relationship between interfirm collaboration and business sales in entrant and incumbent alliances. Strategic Management Journal, 26(6), 497. Retrieved March 17, 2008, from ABI/INFORM Global database. (Document ID: 824379881).

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