RELATIONSHIP MARKETING CHAPTER 1
Relationship marketing (RM) is the process of establishing mutually beneficial relationships with
a firms target consumers.
RM as a concept was introduced in the last 20 years due to problems facing the traditional
MARKETING CHANNELS MANAGEMENT CHAPTER 1
Heightened customer expectations for more and better ways to shop for products and services
from around the globe have created a formidable challenge for firms in the business of
distributing those products and serv
Managing Products for Business
Business Marketing Management b2b, M. D. Hutt, T. W. Speh
Building a Strong B2B Brand
Brand equity: a set of brand assets and liabilities linked to a brand, its
name, and symbol that add to or subtract fri
MARKETING ETHICS CHAPTER 3
Recognizing an ethical issue
Deceitful purpose: a strategy designed to lead others to believe one truth but not the entire
Honesty: refers to truthfulness or trustworthiness. To be honest is to tell the truth to the best
MARKETING ETHICS CHAPTER 1
Ethics: the study and philosophy of human conduct, with an emphasis on determining right and
Business ethics: comprises the principles, Values , Standards , that guide behavior in businesses .
The difference between an or
RELATIONSHIP MARKETING CHAPTER 2
RM theory suggests that relationships add quality to marketing transactions.
For a relationship to exist, two conditions must exist:
1- The relationship is mutually perceived to exist and is acknowledged as such by b
RELATIONSHIP MARKETING CHAPTER 3 (CRM)
Like traditional marketing, RM goal is profitability.
Leaky Bucket theory:
- Historically, the focus of traditional marketing has been on creating new customers. This
offensive marketing strategy included, in additio