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
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
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
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
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 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
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