Relationship Marketing and the Marketing Productivity Paradigm

2017 ◽  
Vol 51 (1) ◽  
pp. 423-430 ◽  
Author(s):  
Tareq Rasul
Keyword(s):  
Relationship Marketing ◽  
Marketing Productivity

Examining the Relationship Marketing, Marketing Productivity Paradigm

2007 ◽  
Vol 6 (2) ◽  
pp. 9-32 ◽  
Author(s):  
Robert P. Bush ◽  
James H. Underwood ◽  
Daniel L. Sherrell
Keyword(s):  
Relationship Marketing ◽  
The Relationship ◽  
Marketing Productivity

PENGARUH INPUT PROSES RELATIONSHIP MARKETING TERHADAP OUTPUT PROSES RELATIONSHIP MARKETING

2019 ◽  
Vol 27 (2) ◽  
pp. 190-206
Author(s):  
Surawan Setya Budi S
Keyword(s):  
Relationship Marketing ◽  
Research Use ◽  
Measuring Instrument ◽  
Total Quality ◽  
Input Process ◽  
Customer Expectations ◽  
Simultaneous Test ◽  
Marketing Process ◽  
Process Understanding ◽  
The Relationship

This research use relationship marketing teory which applied 4 factor of input process understanding customer expectations, building service partnerships, empowiring employers, and total quality management, and output relationship marketing process: customer satisfaction and customer layalty. The objective of this research is to find out wich factors of input process that has more impact on the output process in relationship marketing. There are 60 trusted correspondencea from Grand Inna Malioboro Hotel customer whom at least have been stayed at the hotel three times. The method of collecting data in these research use questioners and Likert scale measuring instrument 5 points that will be tested by the instrument and analyzed by using regressision analysi the simultaneous test of variabel for the relationship marketing input s. The result of the instrument shows the items used are valid and reliable. It displays the outpout process passed the assumtions test, while the signifikacant relationship marketingto the output of relationtionship marketing, For the passive test of vareable input process relationship marketing with the ouput process relationship marketing shows all significant variables unless vareabel understands customer expectations does not have a significant effect on the process of output relationship marketing

Theory of the firm, Supply Chain management, and relationship marketing

2014 ◽  
pp. 40-60
Author(s):  
M. Storchevoy
Keyword(s):  
Economic Theory ◽  
Supply Chain ◽  
Supply Chain Management ◽  
Relationship Marketing ◽  
Theory Of The Firm ◽  
Chain Management

The paper studies through the lens of the economic theory of the firm the development of two managerial disciplines: supply chain management and relationship marketing. The author demonstrates which ideas have been borrowed by these disciplines from the economic theory of the firm, and in what extent their implications may be useful for the latter.

Benefit Clubs as a Tool for Loyalty Marketing. Study of Brazil’s Main Insurance Companies

2019 ◽  
Vol 10 (3) ◽  
pp. 216-226
Author(s):  
Guaracy Carlos Da Silveira ◽  
◽  
Fernando Augusto Carvalho Dineli Da Costa ◽  
Keyword(s):  
Content Analysis ◽  
Best Practices ◽  
Relationship Marketing ◽  
Insurance Companies ◽  
Brand Value ◽  
Analysis Methodology ◽  
Loyalty Marketing

: This paper considers Relationship Marketing as a business strategic tool and seeks to verify the existence of Benefit Clubs and their structure offered by the major insurance companies in Brazil, analyzing the presence and formatting of the programs. Through the content analysis methodology, we seek to infer its uses for the strengthening of the positioning of these companies. At the end of the paper we compare the best practices identified. The result of the analysis considers the differential obtained by the employment of programs that seek to create brand value and loyalty.

Business Marketing: The Theory and Practice of B2B

2011 ◽  
Author(s):  
Chris Fill ◽  
Scot McKee
Keyword(s):  
Relationship Marketing ◽  
Theory And Practice ◽  
Challenging Environment ◽  
Marketing Principles

The once predictable world of business marketing is changing. It is now a complex and challenging environment populated by an increasing number of channels, fast developing technology, the expectation that everything and everyone is accountable, and characterised by changing buyer behaviours and an emphasis on conversations and connectedness. Despite these complexities and challenges, at the root of business marketing remains the need to find, develop and maintain relationships. Accordingly, this book is anchored to two main principles, namely, generating demand and building fruitful marketing-based relationships. To drive demand, establish relationships that are of mutual value, and to weave a route through the various complexities, it is important to understand the nature and changing perspectives of B2B buyers. From this knowledge, organisations are better placed to create more buyer-centric demand generation strategies. This book is underpinned and shaped by these ideas. Demand generation issues are recognised throughout the book and a chapter is dedicated to understanding relationship marketing principles.

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