Papers on "Relationship Marketing" and similar term paper topics

Paper #069052 :: Relationship Marketing
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A look at the development and implementation of a relationship marketing programme focusing on an arts organization.

Written in 2005; 1,669 words; 20 sources; MLA; $ 54.95

Paper Summary:

This paper looks at the conditions under which it would be suitable for a relationship marketing programme to be introduced into an arts organisation. During this process it evaluates the pros and cons of relationship marketing. Key issues addressed include: relationships with stakeholders, sponsorship and relationship with attendees. Although this paper uses arts organisations as an example any industry can be related to the issues raised.

Outline
Definition: Relationship Marketing
Definition Arts Organisation
Arts Sector Focus for Essay: UK and Australia
Relationships with Stakeholders
Why Arts Organisation Would Use RM: Sponsorship
Relationship with Attendees
Stakeholders in General: Changing Relationships
Conclusion

From the Paper:

"Relationship marketing encourages organisations to develop a strategy that includes a 'clear and holistic vision of all the key stakeholder relationships.' (Batterley, R, 2002) Best practice organisations centrally coordinate their Relationship Marketing programme and customise it locally. (Batterley, R, 2002) Once the needs of an organisation are identified, important behaviour of customers can be interpreted and those customers most compatible and mutually appropriate can be individually targeted. (Lovelock et al, 2004, p151) (Batterley, R, 2002) Customer data is used in Relationship Marketing to tailor communication to individual customers who have a known value. (Batterley, R, 2002) An organisation which employs an Relationship Marketing programme will encourage interaction and feedback with their stakeholders in order to be aware of each party's changing needs. (Batterley, R, 2002) (Batterley, R, 2002)"

Tags: attendees customers evaluation exchange implement mutual partners sponsorship stakeholders

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