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Christian Grönroos (born 16 January 1947) is a Finnish academic known for his foundational contributions to the fields of service [1] [2] and relationship marketing. [3] His research interest is to "develop marketing based on a service logic: promise management and marketing; transforming manufacturing into service business."
Steve Jobs's marketing skills have been credited for reviving Apple Inc. and turning it into one of the most valuable brands. [1] [2] Marketing is the act of satisfying and retaining customers. [3] It is one of the primary components of business management and commerce. [4] Marketing is typically conducted by the seller, typically a retailer or ...
defined relationship types, in which each type has a specified purpose, associated roles, and a measurable outcome; a set of processes that make up the business relationship lifecycles; a set of principles that apply specifically to these lifecycle processes; Assets and products derived from the BRM model are meant to inform and support:
An example of forming an external relationship based on networking is engaging with a foreign organization, to increase financial gain and market share within the industry. This emphasizes the importance of forming external relationships, as this can push the business into having a more effective; higher position in the market, ahead of its ...
Relationship marketing is a form of marketing developed from direct response marketing campaigns that emphasizes customer retention and satisfaction rather than sales transactions. [ 1 ] [ 2 ] It differentiates from other forms of marketing in that it recognises the long-term value of customer relationships and extends communication beyond ...
The Fiedler contingency model argues that three situational components can determine whether task-oriented or relationship-oriented leadership is the better fit for the situation: Leader-Member Relations, referring to the degree of mutual trust, respect and confidence between the leader and the subordinates.
Marketing managers are often responsible for influencing the level, timing, and composition of customer demand. In part, this is because the role of a marketing manager (or sometimes called managing marketer in small- and medium-sized enterprises) can vary significantly based on a business's size, corporate culture, and industry context. For ...
Brand equity Within the literature, it is possible to identify two distinct definitions of brand equity. Firstly an accounting definition suggests that brand equity is a measure of the financial value of a brand and attempts to measure the net additional inflows as a result of the brand or the value of the intangible asset of the brand. [48]