Papers on "Relationship Marketing" and similar term paper topics

Paper #101684 :: Relationship Marketing
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The paper discusses relationship marketing and its various applications across industry.

Written in 2008; 3,647 words; 12 sources; APA; $ 101.95

Paper Summary:

The paper explores the principles of relationship marketing and how relationship marketing is utilized in the marketplace. The paper discusses the tendency to rely on customer relationship management (CRM)solutions to implement relationship marketing techniques. Finally, the paper shows how customer relationship management is the most optimum marketing strategy in the global environment and one which must be incorporated into corporate level business strategy at the highest levels.

Outline:
Abstract
Introduction
A Retail Banking Model
CRM in E-Commerce Applications
New Paradigms
RM Driven Applications
Summary and Conclusion

From the Paper:

"Relationship marketing is an innovative new approach to marketing that, while having certain developmental relationships with older marketing disciplines, such as direct marketing, takes a long-term view of customer management. In this regard, relationship marketing is intricately related to a customer's product or service life cycles (McKenna, 1991, p.82). Marketing in today's highly fractured media environment where gaining access to audiences takes a far more selective effort than in the past requires ever more attention and even investment in customer products and services."

Tags: technology strategy customers consumers products services

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