Building relationships

Mersmelstein, Ellen; Zid, Linda Abu-Shalback
November 2005
Marketing Management;Nov/Dec2005, Vol. 14 Issue 6, p4
The article discusses research being done on relationship marketing programs. It references a study by Robert W. Palmatier and Srinath Gopalakrishna published in the number 05-102 issue of "MSI Report." The study's findings suggest that social programs, which create relational bonds with customers through personalized treatment, have a strong impact on profit. Structural programs also have a positive impact on profit--but only for customers with a high level of interaction frequency. Financial programs have no direct effect on firm performance.


Related Articles

  • Behavioral science invades marketing. Morris, David // Marketing News;9/09/96, Vol. 30 Issue 19, p4 

    Presents the author's views on relationship marketing. Report that consumer behavior movement, as part of the behavioral science revolution, has taken the field of marketing and all the social sciences in a particular direction for the past 40 years; Entry of many psychologists to academic...

  • Customers can be partners. Patterson, Alan M. // Marketing News;9/09/96, Vol. 30 Issue 19, p10 

    The article focuses on relationship marketing. A satisfied customer is among the best sources of new business. That's because the customer knows that the supplier can meet expectations and deliver on what it promises, creating trust. And trust is the foundation of most successful relationship...

  • CAN'T BEAT LOYALTY. Rosen, David // Promo;Feb2008, Vol. 21 Issue 2, p53 

    The article reports on the investment of consumer packaged goods (CPG) marketers in relationship marketing. It cites examples of CPG loyalty program such as Clorox's Fresh Step Paw Points, Disney's Movie Rewards, and Nature's Bounty Healthy Rewards. The best practices of the program are also...

  • Don't be blinded by light of technology in BTL's '05 growth. Langton, Mike // Media: Asia's Media & Marketing Newspaper;12/17/2004, p15 

    This article discusses the importance of relationship marketing adopted by consumer durable goods companies. With the proportion of marcoms budgets going to below-the-line steadily rising, marketers of all kinds have been balancing the benefits of brand-building and awareness generated by...

  • Choosing the Right Loyalty Programme. Nath, Subhashis // European Retail Digest;Winter2005, Issue 48, p53 

    This article discusses the options in choosing the right customer loyalty program. These options are private label programs, where the retailer must be a market leader and the marketing initiative is purely retention and coalition programs, where a number of mutually non-competing businesses...

  • PERFORMANCE IMPLICATIONS OF INTER ORGANIZATIONAL RELATIONSHIPS: THE FIT OF BUSINESS RELATIONSHIPS WITH BUSINESS STRATEGIES. Zaefarian, Ghasem; Henneberg, Stephan C.; Naudé, Peter; Tavani, Zhaleh Najafi; Ramos, Carla Sofia // AMA Summer Educators' Conference Proceedings;2011, Vol. 22, p547 

    Over the past few decades we have witnessed substantial research efforts placed on understanding relationship marketing as a distinct body of knowledge. One of the pivotal findings from such studies is the acknowledgment of the existence of different types of business relationships, stemming...

  • Hit or myth: Meaning of 'loyalty' misunderstood. Hasan, Matt // Marketing News;10/1/2005, Vol. 39 Issue 16, p20 

    Deals with issues related to the customer loyalty programs of companies. Clarification of the term customer loyalty; Measurement of internal loyalty intensity; Identification by companies of the inherent loyalty propensity of customers.

  • Customer loyalty that's built to last. Boardman, Jon // Precision Marketing;11/30/2007, Vol. 20 Issue 4, p14 

    The article discusses the effectivity of customer relationship marketing in Great Britain. It is a scheme about gaining a better insight to a member's buying behavior to foster an increase in spending, to shape behaviour and to deliver better return of investment. It notes however, that the...

  • RELATIONSHIP MARKETING IN THE TOURIST SERVICES SECTOR. Cosic, Maja; Djuric, Milenko D. // UTMS Journal of Economics;Jun2010, Vol. 1 Issue 1, p53 

    Marketing concept is widely applied in the contemporary conditions of business operations at the tourist market. However traditional marketing concept is more and more subjected to essential changes, firstly through strategic orientation of tourist companies and tourist destinations which are...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics