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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."
Employee Relationship Management (ERM) [1] is the practice of maintaining desired employee-employer relationships. It is a part of Human Resource Management . The main goal of ERM is to build and maintain positive connections among employees to ensure smooth business operations.
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.
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 ...
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 ...
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 ...
The concept of relationship marketing (RM) was established by marketing professor Leonard Berry in 1983. He considered it to consist of attracting, maintaining and enhancing customer relationships within organizations. [2] In the years that followed, companies were engaging more and more in a meaningful dialogue with individual customers.
One of the most prominent reasons for relationship marketing comes from Kotler's idea that it costs about five times more to obtain a new customer than to maintain the relationship with an existing customer. [74] A relationship marketing approach seeks to maximise the value of all the potential exchanges an organisation could have into the future.