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Marketing basics
S/M/572. Marketing and customer relationship management: case study of Tesco
- WORDS:
- 2100
- DATE:
- 2010
- PRICE:
- 29.99 GBP
The paper examines the role of marketing in creating and delivering value for customers explaining the concept of total quality management (TQM), customer value, customer centricity, etc. The strategies of customer relationship management (CRM) are considered using the case study of Tesco. Recommendations are suggested about the use of co-creation, customer segmentation and quality in marketing practices.
KEYWORDS: total quality management, TQM!, customer value, customer centricity, marketing, Tesco,
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