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(2008, 6500 words)
The paper examines the concept of database marketing (DM) linking it to relationship marketing and considering it with regard to today's automotive industries. Academic literature is reviewed on the theory of marketing mix, relationship marketing, database marketing, organisational culture, etc. A case study of DM in Jaguar is conducted using the methods of primary data collection through interviews and sampling. Conclusions are made about the DM implementation.
(2008, 1900 words)
The paper examines the difference between marketspace and traditional marketplace discussing the formation of relationship with customers, and showing advantages and disadvantages of the virtual Internet marketspace
(2008, 1500 words)
The paper reports on the marketing relationships in the Virgin Group describing the company's background, identifying the main stakeholders and customer dynamics, and evaluating the methods used to maintain external and internal relationships with their marketing channels.
(2007, 4500 words)
This paper analyses the research paper 'The Commitment-Trust Theory of Relationship Marketing' highlighting the main points of the research and discussing its shortcomings. The study is structured to review different sections of the research paper, and concludes with an overall review of the paper.
(2007, 1500 words)
The report is based on a relationship marketing analysis of the Lufthansa Group. It would identify the various stakeholders of the Lufthansa group and analyse the different aspects of CRM in the Lufthansa Passenger Transport. The report also discusses the tactics adopted by Lufthansa to create a loyal customer base through various strategies of CRM. In the concluding section, the author would make suggestions which could improve the relationship marketing at Lufthansa Group.
(2007, 4000 words)
The paper reports on the practices in relationship marketing used by O2 mobile operator. The services and loyalty schemes offered to their customers are described; theoretical background of relationship marketing is presented; the use of the software technology SAGE in relationship marketing is analysed.
(2007, 4500 words)
This paper critically reviews the relationship marketing, knowledge management and strategic human resource management literatures in order to assess the marketing strategy of Tesco. First, these three literatures are critiqued. Next, Tesco's associated learning is discussed, together with the implications that an understanding of these literature areas have had on the company's marketing strategy.
(2007, 4900 words)
Customer relationship management has emerged as an important field in the recent years. Vodafone has been experiencing problems with high churn rates of customers and needs to improve its customer relationships. Internet has changed the face of almost all the business practices. Based on these rationale the paper attempts to establish the usefulness of internet as a marketing tool to improve Vodafone's customer relationship. The paper begins with a brief review of the company's current situation and then provides arguments based on a literature review outlining both the benefits and challenges posed by web based customer relationship management.
(2006, 2500 words)
The paper looks at the Spa industry in Taiwan examining the concept of customer orientation, reviewing the theory of relationship marketing and applying it to the practices of Empress City Spa. The problems faced by the company are highlighted.
(2006, 3000 words)
The paper reports on relationship marketing practices (RM) at NatWest bank addressing the issues of student bank accounts and relating the author's experience with NatWest. Literature on RM theory is reviewed including the problems of customer perceptions and expectations, Kotler's model of marketing professional services, customer loyalty, etc.
(2006, 976 words)
The paper argues whether sellers should adapt to the requirements of their customers reviewing theoretical approaches to CRM (Customer Relationship Marketing), discussing trade practices in various cultures, and highlighting the challenges of an international marketer as compared to a domestic marketer.
(2005, 3000 words)
The paper examines customer orientated practices of the 7-ELEVEN convenience stores in Taiwan relating the company's background, defining the notion of customer centrality and discussing the factors that influence 7-ELEVEN's performance outcome.
(2005, 2500 words)
The paper examines the concept of customer centrality in relation to Levi Strauss's strategy reviewing academic definitions of the concept, the factors effecting customers' buying behaviour, the strengths and weaknesses of Levi's, their competitive advantage, etc.
(2005, 2500 words)
The paper reports on the performance of the Shanghai branch of the multinational Japanese company YKK examining theoretical approaches to customer orientation and studying the application of the customer centrality principle by YKK Shanghai.
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