Ebook Relationship marketing strategy

Ebook Relationship marketing strategy presents the following content: Marketing Strategies that Build Customer Commitment and Loyalty; Foundations of Relationship Marketing Strategy; Exploratory Study of Consumer Preference Towards Common Relationship Marketing Tactics;...
Nội dung trích xuất từ tài liệu:
Ebook Relationship marketing strategy Relationship Marketing Strategy By Patricia Sorce, Ph.D. Professor, College of Business Rochester Institute of Technology A Research Monograph of the Printing Industry Center at RIT September 2002 No. PICRM-2002-04 Rochester Institute of Technology College of Imaging Arts and Sciences 55 Lomb Memorial Drive Rochester, NY 14623 Phone: (585) 475-2733 Fax: (585) 475-7279 http://print.rit.edu Digital Color— Where is the Market? By Barbara A. Pellow Gannett Distinguished Professor, School of Print Media Franziska Frey, Ph.D. Professor, School of Print Media Patricia Sorce, Ph.D. Professor, College of Business A Research Monograph of the Printing Industry Center at RIT Rochester Institute of September 2002 Technology No. PICRM-2002-02 Relationship Marketing Strategy By Patricia Sorce, Ph.D. Professor, College of Business Rochester Institute of Technology A Research Monograph of the Printing Industry Center at RIT Rochester, NY September 2002 PICRM-2002-04 © 2002 Printing Industry Center at RIT— All rights reserved. i With Than k s The research agenda of the Printing Industry Center at RIT and the publication of research findings are supported by the following organizations: Rochester Institute of Technology Alfred P. Sloan Foundation Adobe Systems Incorporated Baldwin Technology Company, Inc. Creo Inc. RR Donnelley Heidelberg hp indigo IBM Printing Systems Kodak Polychrome Graphics MAN Roland Inc. MeadWestvaco Corporation NexPress Solutions LLC NPES VIGC Weyerhaeuser Xeikon America Inc. Xerox Corporation ii Table of Contents Abstract .............................................................................................. 3 Introduction ....................................................................................... 5 Chapter 1: Marketing Strategies that Build Customer Commitment and Loyalty........................................ 7 Chapter 2: Foundations of Relationship Marketing Strategy ...................................................... 11 Chapter 3: Exploratory Study of Consumer Preference Towards Common Relationship Marketing Tactics........................................................ 15 Chapter 4: Technology Requirements for Relationship Marketing .............................................................. 21 Works Cited...................................................................................... 25 Copyright 2002 Printing Industry Center at RIT - All rights reserved. 1 2 Copyright 2002 Printing Industry Center at RIT - All rights reserved. Abst ract 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 stra ...