THE PRACTICE OF RELATIONSHIP MARKETING STRATEGIES

서지정보

ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC) ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : ABM Shahiudl Islam

목차

ABSTRACT
INTRODUCTION
RELATIONSHIP APPROACH TO SERVICE MARKETING
SCOPE THE PRACTICE OF RELATIONSHIP MARKETING STRATEGIES
RELATIONSHP MARKETING STRATEGIES AND THE PROPOSITION
RESEARCH ISSUES FOR EMPERICAL INVESTIGATION
METHODS OF EXPLORATORY RESEARCH
FINDINGS OF THE STUDY
MANAGERIAL IMPLICATIONS
LIMITATIONS OF THE STUDY
FUTURE RESEARCH DIRECTION AND HYPOTHESES OF THE STUDY
REFERENCES
APPENDIXES

영어 초록

The practice of relationship marketing strategies is the core of the success of marketing for any kind of organizations. The study develops relevant research issues and propositions for empirical investigation based on the strategies of relationship marketing offered by Berry (1983) such as core service strategy, customization strategy, augmentation strategy, relationship pricing strategy, and internal marketing strategy. Relating to relationship marketing theory, agencies and clients are aware of in providing and taking core services, Agencies customize the relationship and augment the services to satisfy and retain their clients. Considering the account size and length of relationship agencies offer relationship pricing. All agencies maintain strong interaction among the employees and different departments as a part of their internal marketing practice.

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