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Other Papers on :Amazon.com

Other Papers on :WHSmith

Other Papers on :Tesco

Other Papers on :Relationship Marketing

P/M/763. Relationship marketing in Amazon, WHSmith and Tesco

(2006, 2500 words)

The paper reports on the relationship marketing principles used by Amazon, WHSmith and Tesco in their Internet marketing strategy. Theoretical approaches to brand value are reviewed discussing functional and emotional aspects of the studied brands. Recommendations are given to companies’ management about their relationships with the customers.
 
   
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