Relationship Marketing Strategy

Topics:
Marketing Strategy
Tags:
Relationship Marketing,
Relationship Marketing Strategy,
Rochester Institute Of Technology
Source:
Rochester Institute of Technology

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Overview: The purpose of this research is to understand the impact of relationship marketing strategy on the demand for customized communication through printing. Though many marketing executives report that they are using a relationship marketing strategy, this has not resulted in high demand for variable data printing. Is it a failure of strategy or a failure of implementation? Two exploratory studies are presented to answer this question. First, the foundations of relationship marketing strategy are presented. In particular, the central role of loyalty is discussed as the mediating factor in building relationships with customers. The results indicated that catalogs and direct marketing were viewed very favorably by the respondents.

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Format: PDF | Size: 323KB | Date: Sep 2002 | Pages: 32

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