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UK Food Retailing Industry

C/M/90. Relationship Marketing: balance of power between consumers and companies

WORDS:
1500
DATE:
2004
PRICE:
19.99 GBP

The current paper discusses the way of the proliferation of Internet influenced the balance of power between consumers and companies. The discussion will highlight the causes of the increase of consumer power in certain industries. At the same time on the example of certain service industry companies it will show that the market power shift did not affect all the industries in the equal way. The review of database marketing capabilities will show the way companies can collect information about customers and use it to increase their bargaining power. Using UK food retailing industry, the paper shows the way a company can use both relationship and database marketing in increase its bargaining power.

 

KEYWORDS: relationship, marketing, balance, power, consumers, companies,

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