Papers on "Relationship Marketing" and similar term paper topics

Paper #099921 :: Relationship Marketing
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This paper discusses relationship marketing and the customer factor.

Written in 2007; 2,753 words; 16 sources; APA; $ 82.95

Paper Summary:

In this article, the writer discusses that relationship marketing (RM) is an innovative new approach to marketing that, while having certain developmental relationships with older marketing disciplines, such as direct marketing, takes a long-term view of customer management. The writer notes that marketing in today's highly fractured media environment, where gaining access to audiences takes a far more selective effort than in the past, requires ever more attention and even vestment in customer products and services. The writer points out that RM strategies have been around since the dawn of organized business and companies have historically attempted to please customers in one respect or another. The writer concludes that for any competitor, integrating its customers' needs into its own scheduling and forecasting system for demand is the only way to effectively manage growth and such integration must be managed through the oversight of an effective RM strategy.

Outline:
Introduction
Overview
A Retail Banking Model
CRM in e-Commerce Applications
New Paradigms
Software Applications
Overview
The Big Picture
Conclusion

From the Paper:

"RM strategies have been around since the dawn of organized bartering and companies have historically attempted to please customers in one respect or another. Often an organization's RM strategy is nothing more than a business owner's attempt to build a relationship with the organization's customers and this aspect still rests with executive leadership today. However, in the current environment RM has been appropriated by IT applications and products designed to automate RM efforts. Companies are rushing to automate and better manage all the ways they have traditionally dealt with customers, including people who might not be considered customers yet, as well as develop completely new concepts in managing the customer from a service perspective. RM applications incorporate the business functions of marketing materials, developing and maintaining customer histories, and coordinating a company's multi-faceted approach to interactions with customers. One cautionary tale among the recent deluge of CRM applications in the e-business environment is that the field is still in development and integration is an overriding concern. The technology meant to facilitate this degree of integration across an organization's business processes, systems, and networks is being approached from various angles and this in itself is making integration all the more difficult."

Tags: strategies products RM companies

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