Contemporary Marketing or Temporary Marketing?: An Analysis of Present Day "Relationship Marketing" of Indian Organizations
DOI:
https://doi.org/10.17010/ijom/2013/v43/i1/34040Keywords:
Relationship Marketing, Contemporary Marketing, CRM Practices, Social Media.Abstract
Customer relationship is the buzz word in marketing these days. Every organization sets its mission to treat customers as the most important stakeholders of a business. Several programmes are drawn to satisfy and delight the customers. Given the competition that exists in today's environment, every organization comes out with novel programmes to delight the customers. All these innovative programmes, copied by the competitors in no time, lose their value within months of introduction. The contemporary relationship styles remain temporary styles for attracting and retaining customers. What is then that endears the customers to you in the long run? The present paper examines various customer-friendly programmes that companies dish out, and the reactions of the customers to these Relation building programs in the last six years. The article also examines the long-term effects of the present-day relationship marketing.Downloads
Downloads
Published
How to Cite
Issue
Section
References
Boone, Louis N. , Kurtz, David L. (2005). “Contemporary Business.†11th Edition, Thompson South Western Publishers, p. 377.
Buttle Francis (2009). "CRM Concepts and Technologies." Second Edition, Elsevier , p. 257.
Hallberg Garth (1995). “All Consumers Are Not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits.†John Wiley& Sons.
Leary Brent (2011). “SCRM Roundtable: Did CRM Forget About Relationships - And Will Social CRM Solve This?†Customer Intelligence, Customer Experience, Marketing, Social CRM, Technology, p.1.
Lubera, Ela Pawełek (2010). “Carrefour To Wage War Against Discount Supermarkets.†Businessnews, www.pgs-soft.com/carrefour-to-wage-war-against-discount-supermarkets, accessed on May 12, 2011.
Peppers, Don & Rogers, Martha (1994). “The One to One Future.†Piakus Publications, London, p.103.
Rao, V.N., Prasad, Siva A.V.V. (2011). “Customer Relationship Management (CRM) In The Health Care Industry A Study of Select Corporate Hospitals In Vijaywada, Andhra Pradesh.†Indian Journal of Marketing, Vol. 41, No.5, p. 20.
“Retail Trade in India Small Store Format is still the Kingâ€, www.FasTracKids.com/India. , accessed on May 5, 2011.
Sahoo, Debajani, Vyas, Preeta H. (2007). “Loyalty Programme Applications In The Indian Service Industry.†IIMA, Research And Publications, pp. 9-17.
Smith Shaun (2011) . “The Eight Brand Traits Separating The Best From The Restâ€, Customer Intelligence , March 7, p.1.