Relationship Marketing: a tool for increased profitability?

2002 (English)Independent thesis Basic level (degree of Bachelor)Student thesis

Abstract [en]

The customers of today have become highly sophisticated, they know what they want and due to the many choices they face they have the opportunity to demand more. It is the customers who has the bargain power. With this in mind, the means of providing the products also must change. Companies need to move their focus from the products to the customers and serve these as they want to be served. Relationship Marketing is the only way to do so. The main purpose of this study is to find out if and how Relationship Marketing is used by a company in practice. Our focus will be focused on the aspects of customer loyalty. In order to test the theories we choose to do a case study on Volvo Cars of North America. There is a need to rethink the old strategies and become a customer focused company.

Place, publisher, year, edition, pages

2002.

Keyword [en]

Relationship Marketing CRM

Identifiers

URN: urn:nbn:se:hh:diva-10098Local ID: U4957OAI: oai:DiVA.org:hh-10098DiVA, id: diva2:365213

Uppsok

Social and Behavioural Science, Law

Note

Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seAvailable from: 2010-11-09 Created: 2010-11-09Bibliographically approved

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