Relationship Marketing

Paper Summary:

This paper focuses on relationship marketing, explaining that it is a strategy that transforms casual transactions between purchasers and sellers into sustainable relationships through various marketing programs. The relationship marketing programs of Krispy Kreme Doughnuts and Harley Davidson Motor Company are used as examples of this type of marketing approach. The writer also explains that relationship marketing removes the focus of customer retention to customer acquisition, transforming relationship marketing into a customer relationship management system (CRM). Although relationship marketing has many strengths, the paper relates that it does have some problems.

Table of Contents:
Abstract
Introduction
History of Relationship Marketing
Relevancy
Harley Davidson Motor Company
Current Trends
Customer Relationship Management (CRM)
Strengths of Relationship Marketing
Weaknesses of Relationship Marketing
Conclusion

From the Paper:

"Relationship marketing is built on social networks but such networks are fraught with instability and vulnerability. A customer's evaluation of products and performance determines the level of commitment to a future relationship. Customer capital achieved through relationship marketing can be positive and growth promoting when customers are committed and satisfied allies. However, often soured relationships, where trust has been broken or the relationship somehow is void of reciprocity for the consumer, can become notorious and destructive to the organization's reputation and credibility."

Sample of Sources Used:

• Cheese, P. (2006). Focusing HR on growth at Harley Davidson. Strategic HR Review, 11(3), 6-21.
• Doherty, N. F., & Lockett, N. J. (2007). Closing the gap between the expectations of relationship marketing and the reality of e-CRM. International Journal of E-Business Research, 3(2), 1-7.
• Epstein, J. H. (1998). The Net generation is changing the marketplace. The Futurist, 32(3), p.14.
• Fullerton, G. (2005). How commitment both enables and undermines marketing relationships. European Journal of Marketing, 39(11), 1372-1390.
• Gok, O. (2007). Marketing and marketing managers in the new era: A relational perspective. Journal of American Academy of Business, Cambridge, 10(2), 218-225.

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• Case Study # 58963 : "Relationship Marketing"

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