Relevant bibliographies by topics / Relationship Marketing Approach

Academic literature on the topic 'Relationship Marketing Approach'

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Published: 10 March 2023

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Journal articles on the topic "Relationship Marketing Approach"

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Helgesen, Øyvind. "Marketing for Higher Education: A Relationship Marketing Approach." Journal of Marketing for Higher Education 18, no. 1 (June 16, 2008): 50–78. http://dx.doi.org/10.1080/08841240802100188.

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Gummesson, Evert. "From relationship marketing to total relationship marketing and beyond." Journal of Services Marketing 31, no. 1 (February 13, 2017): 16–19. http://dx.doi.org/10.1108/jsm-11-2016-0398.

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Purpose This paper aims to emphasize the need for generation of more general, abstract and grand theory in marketing by synthesizing relationship marketing and other developments and to address complexity instead of fragmented bits of marketing. Design/methodology/approach This study is a discourse based on new theoretical developments, literature and personal reflection. Findings Relationships, networks and interaction constitute the core of marketing. Research limitations/implications Future focus on theory generation and complexity through case study research and not on fragmented quantitative surveys and hypotheses testing. When complexity is better understood, boil it down to actionable simplicity in the form of mid-range theory. Practical implications Research in marketing is there to be used in real life; it is not an academic parlor game. The paper addresses complexity instead of shunning it, search for the core of marketing and offer simplification as mid-range theory (checklists, heuristics, etc.) and with focus on decisions, action and results. Originality/value Going from the current fragmented approach of marketing to a holistic and theory-based approach, linking theory with practice.
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Tomás Gómez Arias, José. "A relationship marketing approach to guanxi." European Journal of Marketing 32, no. 1/2 (February 1998): 145–56. http://dx.doi.org/10.1108/03090569810197534.

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Payne, Adrian, and Flemming Poulfelt. "MARKETING OF MANAGMENT CONSULTING FIRMS: TOWARDS A RELATIONSHIP MARKETING APPROACH." Academy of Management Proceedings 1992, no. 1 (August 1992): 160–64. http://dx.doi.org/10.5465/ambpp.1992.17515332.

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Achen, Rebecca M. "Measuring social media marketing: moving towards a relationship-marketing approach." Managing Sport and Leisure 22, no. 1 (January 2, 2017): 33–53. http://dx.doi.org/10.1080/23750472.2017.1379883.

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Grandi, Sebastiano. "A new approach to Marketing Channel Relationship." MERCATI & COMPETITIVITÀ, no. 3 (September 2018): 7–10. http://dx.doi.org/10.3280/mc2018-003001.

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Tjosvold, Dean, Lindsay Meredith, and R. Michael Wellwood. "Implementing Relationship Marketing: A GOAL INTERDEPENDENCE APPROACH." Journal of Business & Industrial Marketing 8, no. 4 (April 1993): 5–17. http://dx.doi.org/10.1108/08858629310047225.

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Daukseviciute, Irena, and Lyndon Simkin. "Optimising relationship marketing programmes: a holistic approach." Journal of Strategic Marketing 24, no. 6 (July 31, 2015): 500–518. http://dx.doi.org/10.1080/0965254x.2015.1063681.

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Payne, Adrian, David Ballantyne, and Martin Christopher. "A stakeholder approach to relationship marketing strategy." European Journal of Marketing 39, no. 7/8 (July 2005): 855–71. http://dx.doi.org/10.1108/03090560510601806.

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Sheth, Jagdish. "Revitalizing relationship marketing." Journal of Services Marketing 31, no. 1 (February 13, 2017): 6–10. http://dx.doi.org/10.1108/jsm-11-2016-0397.

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Purpose The aim of this paper is to review the forces that led to the rise of relationship marketing (RM) and to provide suggestions for how it can overcome its midlife crisis and be revitalized. Design/methodology/approach Personal reflections. Findings A shift in two dimensions is needed to revitalize RM: from “share of wallet” to “share of heart” as the RM objective and from “managing customer relationships” to “managing contractual or virtual joint ventures with customers” as the process of RM. Research limitations/implications The shift to “share of heart” will generate three new RM areas for researchers and practitioners: emotive feedback, purpose-driven RM and the use of social media for developing and nurturing brand communities. For the process shift to take place, companies and customers need to co-create value, collaborate cross functionally and share value. Originality/value Going from “share of wallet” to “share of heart” as the objective of RM and from managing customer relationship to joint venturing with customers as a process will revitalize the RM discipline.
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Dissertations / Theses on the topic "Relationship Marketing Approach"

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Li, Sai-keung. "Export marketing of Hong Kong electronic products : a relationship approach /." [Hong Kong] : University of Hong Kong, 1993. http://sunzi.lib.hku.hk/hkuto/record.jsp?B13497844.

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Li, Sai-keung, and 李世強. "Export marketing of Hong Kong electronic products: a relationship approach." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1993. http://hub.hku.hk/bib/B3126573X.

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Peck, H. L. "Towards a framework of relationship marketing : a case study approach." Thesis, Cranfield University, 2000. http://dspace.lib.cranfield.ac.uk/handle/1826/10639.

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For almost half a century, academics have laboured over the refinement of managerial models of marketing derived, originally, from studies of consumer goods marketing in North America. These models were firmly rooted in the microeconomic market model and ideas of monopolistic competition. Yet critics have long argued that these managerial models and the assumptions on which they were based were inappropriate for international, business-to business or services marketing situations. From the mid-1980s onwards, alternative approaches to marketing theory began to emerge, in response to a widening gap between classical marketing theory and marketing practice. These alternatives were loosely grouped together under the umbrella of 'relationship marketing'. As interest in relationship marketing increased, so did demands for the development of new frameworks that conceptualised its scope and properties. Given the apparent absence of such frameworks, this research set out to contribute to knowledge through the development of a broad-based empirically grounded framework of relationship marketing. Three case studies were undertaken in pursuit of this objective. In each instance the focal firms studied were UK-based manufacturers of branded consumer goods, who marketed their products around the globe. Although all were manufacturers of consumer products, in each instance there were vital business-to-business marketing and service issues involved. In constructing an empirically grounded framework of relationship marketing, at the level of the organisation set, this research bridges a well-documented gap in the literature. It links the large body of managerially focused work on relationship marketing to that by academics pursuing the study of markets-as net works. However, the alleged difficulties associated with the execution of methodologically sound case-based research are also well documented. Consequently, this research sought to contribute to the development of case based research methods by introducing the use of experienced practitioners as independent 'expert validators' to verify critical stages of the case analysis.
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Wang, Jianfeng. "Consumption of Debt: An Interpersonal Relationship Approach." Diss., The University of Arizona, 2006. http://hdl.handle.net/10150/195092.

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This dissertation examines the phenomenon of consumer debt in the U.S. and probes the issue of credit card debt from a consumer-centric perspective. It examines how credit card usage and credit card debt are embedded in consumers' social relations and life projects, and reveals how debtors cope within their social networks as they use credit cards and manage their credit card debt.Study 1 explores how young adults use credit cards to achieve their life goals as well as to negotiate changes in their relationships with their parents. Credit cards are an important tool for helping young people gain independence and sever their obligation to their parents. This study focuses on the initial stage of credit consumption and examines the rationale young adults use when acquiring credit cards and taking on credit card debt. Through depth interviews with 17 undergraduate students who have credit card debt, I find that the consumption of credit cards corresponds to their strategies to negotiate independence as well as obligations to their parents. The use of credit cards and management of credit card debt among young adults is a significant and symbolic aspect of their transition from childhood to adulthood, and credit cards are a transitional tool for this coming of age.Study 2 focuses on another phase of debt consumption: repayment of credit card debt. Depth interviews were conducted with 22 adult debtors who were enrolled in a debt elimination program at a credit-counseling agency. Two main theoretical themes are found. First, debtors negotiate the meaning of consumer status. The concept of normality with respect to consumer behavior changes from being based on lifestyle and possessions to a focus on maintaining consumer credibility and being a good credit citizen. Second, during the process of falling into debt and struggling to extricate oneself from debt, consumers engage in a stigma management process to deal with people in their social networks. In addition to coping with the financial consequences of debt, debtors also employ strategies to cope with debt's symbolic consequences.
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Panayides, Photis Michael. "A relationship approach to the marketing of professional ship management services." Thesis, University of Plymouth, 1998. http://hdl.handle.net/10026.1/620.

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Professional ship management, i.e. the management of ships by third parties on behalf of their owners, has grown in importance in international shipping. This research investigates the relationship between professional ship managers and their clients in order to lay down the foundations for optimal marketing strategies directed towards retention of current clients and prospects over the long-term. Professional ship management has been described as an efficient organisational. adjustment to the needs of the global shipping market and a way by which western countries have been trying to sustain their global maritime dominance (Sletmo 1989). Despite this, ship management has received little attention from academia. The importance of the subject area and the limited scientific attention it has received, make professional ship management worthy of scholarly consideration. A review of ship management was undertaken in order to ascertain current marketing policies and problems faced by the industry. Frequent client defections and client uncertainty and dissatisfaction coupled with marketing directed towards client attraction (mainly promotion) resulted in identifying that application of relationship marketing may be beneficial for professional ship management. A review of the relationship marketing literature supported the application of the concept in a ship management context and assisted in developing a conceptual model. The conceptual model aimed towards identifying the dimensionality of ship manager-client relationships and their classification. Classification involved carrying out tests to identify whether ship management companies may be assembled into segments on the basis of their client relationships, and if so, whether particular characteristics of the interacting organisations may be found in particular relationship segments. Analysis of the data obtained from telephone interviews with a sample of ship managers in the United Kingdom and Cyprus resulted in the identification of the dimensions in ship manager-client relationships. A subsequent questionnaire to the respondents aimed at identifying the organisational characteristics of the companies and obtained structured responses to the relationship dimensions. Application of cluster analysis indicated the existence of four segments of ship management companies on the basis of their client relationships. The clusters obtained were validated and also supported on a theoretical basis from the relationship marketing literature. Preliminary investigation between organisational, characteristics and cluster membership indicated that companies in particular relationship segments share certain similar organisational characteristics. Multiple discriminant analysis assisted in identifying those organisational characteristics that are more strongly associated with cluster membership. A discussion of the results provides serious implications for practitioners, be it professional ship management companies or their clients. The research shows that ship management companies may be facing problems due to their client relationship attitudes, that the ship management industry is segmented in terms of service providers and that clients can have a choice of ship manager based on their individual needs. Companies with particular client relationships may face problems like short-term contracts and client defections. Based on the study, ship management companies will be able to address and combat such problems. Furthermore, implications for theory development, research methodology in a maritime context and scope for further research in professional ship management are discussed.
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Aiello, Lucia. "Il prodotto culturale integrato. La relazione territorio-prodotto nel Relationship Marketing Approachpp." Doctoral thesis, Universita degli studi di Salerno, 2010. http://hdl.handle.net/10556/132.

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2006-2009
La nuova visione di cultura in termini di prodotto, il ruolo dei prodotti culturali nell'ambito del territorio e la relazione tra il territorio e il prodotto culturale rappresentano i tre temi centrali del lavoro. In una prima parte si affronta l'analisi della latteratura e dei principali autori in materia di cultura per proporre una nuova definizione: prodotto culturale integrato, da cui emerge la necessità di inquadrare il prodotto nel territorio di riferimento. La prospettiva assunta è quella del relationship marketing approach poiché permette di ampliare il punto di vista dell'osservatore, assumendone uno nuovo: ampliato, multilivello e integrato. Non ci si può limitare a trattare di competizione e sviluppo individuale poiché questi dipendono da un universo più ampio e ciò vero ancora di più per i prodotti culturali. sula base di tali premesse il progetto di ricercasi propone diconfigurare le relazioni tra il territorio e il prodotto culturale fornendo la base per un possibile modello per la valutazione del valore della relationship oggetto di studio. Una volta definito il concetto e il ruolo del territorio nei processi di sviluppo ed accertata la funzione sociale ed economica delle attività culturali nei processi di crescita di un sistema territorio si propongono una serie dirappresentazioni delle relazioni per dimostratre come i prodotti culturali possono partecipare concretamente ad aumentare la competitività del territorio e, viceversa, come il territorio costituisca una base fertile per la sopravvivenza e la valorizzazione della cultura. La finalità del progetto di ricerca è la definizione, la qualificazione e la configurazione delle relazioni e del loro ruolo nella rete territoriale di beni, servizi e attività culturali. Nell'ambito del relationship marketing approach si applica un modello di "causa-effetto". Questo modello rappresenta la configurazione e la connessione della relazione tra il territorio e il bene culturale. dai risultati prodotti dall'analisi dei casi studio derivano due conclusioni fondamentali: (1) il prodotto culturale deve essere integrato e questo comporta un'integrazione degli elementi (tra culturali e territoriali); (2) è confermata l'esigenza di configurare la R(T-PC), ossia la Relazione Territorio-Prodotto Culturale. La ricerca proposta può essere una base per una elaborazione di indici capaci di determinare il valore della relazione tra il territorio e il prodotto culturale poiché permette di mindividuare e definire l'oggetto della valutazione: la relazione territorio-prodotto culturale.
VIII ciclo n.s.
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Johansen, Helene P. M. "Re-conceptualising party-centred politics in terms of 'market' : a relationship marketing approach." Thesis, London School of Economics and Political Science (University of London), 2009. http://etheses.lse.ac.uk/2542/.

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This study is an inter-disciplinary theoretical endeavour which situates itself at the interface between marketing and political science and which contributes to both political marketing and political science perspectives. It emerges from the proposition that there are important differences between the workings of party-centred political systems as practiced in many of the well established democracies in Northern/Western Europe and candidate-centred systems such as in the United States. The latter are characterised predominantly by self-introduced political entrepreneurs who capture the nomination of a political party while the former are mainly constructed around the workings of membership parties that allow, encourage and facilitate party members' and associated members' participation in intra-party production processes (of policy and representatives). While these differences are acknowledged by interested political marketing and political science scholars, such insights have yet to penetrate at the level of theory. As a result, significant aspects of party-centred political realities are rendered theoretically invisible or they are misrepresented in these literatures. This study aimed to remedy these shortcomings through the application and extension of an alternative marketing framework - that is, the relationship marketing framework - which departs from the managerial marketing framework which is most often applied cross- contextually in the contemporary political marketing literature. The thesis offers a problematising re-description - a theoretical rethinking - of how party-centred political contexts may be understood in terms of "markets". The theoretical argument is constituted, firstly, by the methodological procedure involving an independent critical and reflexive analysis; and secondly, through the introduction of a theoretical contextual distinction between markets for 'high-touch labour-intensive services' (on the one hand) and ordinary goods and commoditised services (on the other); Together these aid in the development of a set of conceptual models aimed at furthering our understanding of party-centred politics in terms of "markets" and at helping to distinguish them theoretically from candidate-centred systems such as those in the United States. The argument contributes to scholarly debates devoted to understanding the dynamics of party-centred politics within both the political marketing and political science analytical traditions. The analysis also helps to shed theoretical light on the different types of political power that party-centred and candidate-centred systems potentially make available to their citizens, thereby contributing an enhanced understanding of different categories of democracy.
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Loh, Hwee Kuen. "The Focal Role of Emotional Well Being in Student-University Interactions: A Relationship Marketing Approach." Thesis, Curtin University, 2021. http://hdl.handle.net/20.500.11937/85010.

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This thesis examines how interactions students in Australian universities have with their peers, teaching and non-teaching staff affect their relationship with the university. By drawing on relationship marketing and education literatures, and grounding the thesis in the theories of social capital and social exchange, quality interactions are found to improve student emotional wellbeing and commitment to the university. These also help to progress student voice, word of mouth and improved student retention rates.
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Doan, Ngoc Thao Ngan, Fei Kong, and Shanjiao Wang. "B2B Marketing - A Network Relationship Approach : A case study of ICT Company Huawei Operator BG Sales Network." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-24193.

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Ainsworth, Rodney Phillip. "The entrepreneurial playwright : a relational approach to marketing plays in the regions." Thesis, Queensland University of Technology, 2008. https://eprints.qut.edu.au/19241/1/Rodney_Ainsworth_Thesis.pdf.

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This exegesis examines the proposition that playwriting is an entrepreneurial activity when combined with the role of producer. The thesis demonstrates that, when a playwright combines the two roles and considers the development of a network of relationships in the process, positive steps can be made towards the marketing of a work and the career progression of the playwright. The issues of marketing and career progression are considered in a regional context. The thesis comprises the creation of a full-length theatrical work through the MA (Research) Program at Queensland University of Technology and an analysis of that journey in the context of regional theatre practice in Queensland. Nicolas Bourriaud’s theory of the Relational Aesthetic is used as a way of charting my practice and of examining how this approach might be appropriate to theatre-making in regional Australia. The paper establishes strategies by which the playwright, when also undertaking the role of producer, might manage the complex set of circumstances and interactions between the work, the community and the industry. Using practice-led research methodologies, the exegesis examines the process of the creation of a new play, Sinking, and explores, through the use of an autobiographical case study, what the process has meant to the author’s development as a playwright over a fifteen month period. The paper uses a network map to explore the interactions created through a rehearsed reading of the first draft of the play in October 2006 and, in doing so, demonstrates how a close engagement with the community formed the basis of the entrepreneurial strategy. The exegesis demonstrates that Bourriaud’s work connects very closely with the author’s practice and examines how the approach might be useful for other regional arts practitioners, particularly those in the early stages of their careers. The research aims to identify how the creation of the play, and the subsequent interactions generated within a regional community, can lead to opportunities to create connections both within the author’s place of residence and in broader theatre industry contexts, nationally and internationally, in order to provide commercial and professional outcomes.
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Books on the topic "Relationship Marketing Approach"

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Marketing management: A relationship approach. 2nd ed. New York, NY: Pearson Education, 2010.

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Pelton, Lou E. Marketing channels: A relationship management approach. 2nd ed. Boston: McGraw-Hill/Irwin, 2002.

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David, Strutton, and Lumpkin James R, eds. Marketing channels: A relationship management approach. 2nd ed. Boston, Ma: McGraw-Hill/Irwin, 2002.

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Pelton, Lou E. Marketing channels: A relationship management approach. Chicago, Ill: Irwin, 1997.

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(Anthony), Conway A., and Warnaby Gary, eds. Relationship marketing: A consumer experience approach. Los Angeles: Sage, 2010.

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Turbett, Anne. Developing an accountancy practice: A relationship marketing approach. [s.l: The Author], 1996.

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J, Reinartz Werner, ed. Customer relationship management: A database approach. Hoboken, N.J: Wiley, 2006.

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Smith, Tracey Jayne. Factors influencing the development of a relationship marketing approach within marketing channels. (s.l: The Author), 1993.

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Service management and marketing: A customer relationship management approach. 2nd ed. Chichester: Wiley, 2000.

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Hite, Robert E. Managing salespeople: A relationship approach. Cincinnati, OH: South-Western College Pub., 1998.

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Book chapters on the topic "Relationship Marketing Approach"

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Hougaard, Søren, and Mogens Bjerre. "The Individualised Approach to Relationships." In Strategic Relationship Marketing, 225–43. Berlin, Heidelberg: Springer Berlin Heidelberg, 2002. http://dx.doi.org/10.1007/978-3-540-24813-2_8.

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Hougaard, Søren, and Mogens Bjerre. "A Systematic Approach to Buyer-Seller Relationships." In Strategic Relationship Marketing, 52–84. Berlin, Heidelberg: Springer Berlin Heidelberg, 2002. http://dx.doi.org/10.1007/978-3-540-24813-2_2.

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Seaton, F. B., and H. A. Laskey. "The Price/Quality Relationship Revisited: A Segmented Approach." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 10–11. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-13141-2_10.

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Rojas-Méndez, José M., and Arturo Z. Vasquez-Parraga. "Determinants of Student Loyalty in Higher Education: A Relationship Marketing Approach." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 51. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11806-2_30.

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Bouzdine-Chameeva, Tatiana, Francois Durrieu, and Tibor Mandjak. "Understanding Relationship Value Applying a Cognitive Mapping Approach: A Customer Perspective." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 145–50. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11845-1_50.

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Mendes, Eduarda Tinoco, Bruno Barbosa Sousa, and Márcia Eugénio Gonçalves. "The Role of Technologies in Relationship Management and Internal Marketing: An Approach in the Health Management." In Marketing and Smart Technologies, 733–47. Singapore: Springer Singapore, 2021. http://dx.doi.org/10.1007/978-981-33-4183-8_59.

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Shamma, Hamed M. "Customer Relationship Management in Professional Service Organizations: A Strategic Approach Towards A Sustainable Competitive Advantage." In Revolution in Marketing: Market Driving Changes, 181. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11761-4_88.

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Ramadani, Veland, Lutfije Ademi, Vanessa Ratten, Ramo Palalić, and Norris Krueger. "Knowledge Creation and Relationship Marketing in Family Businesses: A Case-Study Approach." In Contributions to Management Science, 123–57. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-59282-4_9.

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Nelke, Martin. "Customer Relationship Management: A Combined Approach by Customer Segmentation and Database Marketing." In International Series in Intelligent Technologies, 281–90. Dordrecht: Springer Netherlands, 2002. http://dx.doi.org/10.1007/978-94-010-0324-7_19.

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Helgeson, James G., John Mager, and Donald F. Harvey. "Multiple Respondent and Measurement Relationship Approach to Measuring Industrial Salesperson Performance." In Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference, 67–72. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-13254-9_13.

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Conference papers on the topic "Relationship Marketing Approach"

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Xin, Chen. "Integrated approach in e-relationship marketing." In 2009 ISECS International Colloquium on Computing, Communication, Control, and Management (CCCM). IEEE, 2009. http://dx.doi.org/10.1109/cccm.2009.5267512.

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Kuş, Oğuz, and Charmaine Du Plessis. "EXPLORING THE RELATIONSHIP BETWEEN DIMENSIONS OF BRANDED CONTENT AND INTERACTIVITY ON TWITTER: A DATA-DRIVEN CONTENT MARKETING APPROACH." In 17th Economics & Finance Conference, Istanbul. International Institute of Social and Economic Sciences, 2022. http://dx.doi.org/10.20472/efc.2022.017.011.

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Takai, Shun. "The Role of Modularized QFD in an Interdisciplinary Approach for System Concept Selection." In ASME 2006 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference. ASMEDC, 2006. http://dx.doi.org/10.1115/detc2006-99627.

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This paper discusses a role of modularized Quality Function Deployment (QFD) matrices in an interdisciplinary approach for system concepts selection. The approach uses a set of interdisciplinary tools that consists of marketing, accounting, value engineering and design engineering. When using modularized QFD matrices in the interdisciplinary approach, engineers specify target requirements before assessing how each output design requirements (e.g., system requirements) contributes to the achievement of input design requirements (e.g., customer requirements). Then engineers use their value of each output design requirement in QFD relationship matrices. By setting target requirements for each system module, engineers can freeze interactions between modules when modularizing QFD matrices. By using engineers’ value in QFD relationship matrices, engineer can allocate worth of system (for the customers) to system modules based on engineers’ value. The target cost of modules calculated from the allocated worth reflect both customers’ and engineers’ value.
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Ramsina, Snezhana. "Integration of Public and Private Aspects in Business Models 4.0 of the Tourism Market." In The Public/Private in Modern Civilization, the 22nd Russian Scientific-Practical Conference (with international participation) (Yekaterinburg, April 16-17, 2020). Liberal Arts University – University for Humanities, Yekaterinburg, 2020. http://dx.doi.org/10.35853/ufh-public/private-2020-58.

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The current digital opportunities that have spawned the upgrade of the business versions of tourism and hospitality have been actualised due to the hard-to-predict pandemic nature of the COVID-19 coronavirus threat and travel bans. In Business Model 4.0. the usual forms of the relationship between the public (institutional) and the private, individual in tourism and hospitality are transformed. Research objective: to characterise the integration capabilities of automated (AI-based) travel industry business processes that personalise the tourism offers to the needs and preferences of travel lers and guests. The value-based marketing 4.0 approach, supplemented by structural, network and functional approaches to the analysis of the structure, multi-level, dynamics of commercial opportunities, consumer value of business models of organisation and the implementation of tourism products, allowed the integration possibilities of Internet services in satisfying individualised consumer demands to be satisfied. Soft culture blurs the boundaries between the public and the personal, making actors’ informational behaviour transparent, transforming existing business strategies, and giving rise to ‘mass individuality’ in tourism and hospitality. The forms of correlation between the public (group, communal) and the private, individual in the practice of tourist services at all stages of a tourist trip or guest visits to HoReCa enterprises change under the influence of BigData technologies regarding operational processes; modelling and forecasting strategies; horizontal and vertical integration. The marketplace is won by those who practise personalisation, customisation and marketing authenticity of the market offer distributed on the P2P network. The basis of a stable competitive advantage of a company able to create a unique customer value in the tourism and hospitality market is represented by predictive or prognostic analytics of big data and smart technologies.
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Radionova-Girsa, Elina. "RELATIONSHIP MARKETING ON THE INTERNET: BUILDING A LONG-TERM RELATIONSHIP WITH CUSTOMERS." In Business and Management 2018. VGTU Technika, 2018. http://dx.doi.org/10.3846/bm.2018.35.

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The purpose of the study is to find out the main approaches to the relationship marketing on the in-ternet that could help companies to build a long-term relationship with their customers. Principal ob-jectives are to find and analyse scientific literature on the topic; with statistical and empirical analysis to find out the main differences between relationship marketing in the traditional and internet dimen-sion. The research methods of the paper are scientific literature theoretical analysis, statistical and empirical data analysis. The results of the research are both theoretical and practical. Using results companies will be able to share their customers seeing at what stage they are located and what further steps should be taken to achieve the desired result.
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Morgina, Elena Sergeevna. "THE EVOLUTION OF VIEWS ON THE GENESIS OF THE SALES FUNNEL MARKETING CONCEPT AND ITS MODERN CONTENT." In Russian science: actual researches and developments. Samara State University of Economics, 2020. http://dx.doi.org/10.46554/russian.science-2020.03-1-239/246.

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Currently there is a significant lag in theoretical and practical ideas regarding approaches to sales management from the realities of modern business. This article is devoted to the study of the actual marketing concept of sales management by systematizing practical and scientific provisions. The result of the study is the formation of a modern approach to sales management based on the cross-functional integration of marketing, sales and service, providing a comprehensive building of relationships with the buyer and effective interaction with him.
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Eickel, Bianca, and Richard Perassi. "The evolution graphic-symbolic communication positioning of the Multilaser technological brand." In LINK 2021. Tuwhera Open Access, 2021. http://dx.doi.org/10.24135/link2021.v2i1.97.

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With the globalization process, the concept of technology is widespread in the construction of a more simplified society (Harvey, 2008). Over time, technology evolves and transforms, during this process, communication and culture follow the changes. Companies inserted in this sociocultural network seek to communicate with the consumer, and thus the positioning is irrefutable in this marketing process. If technology, communication, and culture change and transform over time, then brand positioning must also follow this movement (Sant'Anna, 1998). Advertising uses the word technology as a sales argument and to position the brand in the minds of consumers, however, there is confusion in the representation of graphic visuality in technology companies when it comes to giving imagery meaning to the technology itself. It is believed that part of it is given by the cultural, political, and tooling aspects available for these constructions, as well as, it is intended to study the possible cause of hypertrophy of the aesthetic function in communication products, a concept addressed by Perassi (2001) when elucidating a pathology of representations that mischaracterize the referential and advertising function. Based on this context, the theme of this proposal will describe the evolution process of the graphic-symbolic communication positioning of the Multilaser technological brand, and thus analyze the changes in positioning from the perspective of design. The chosen brand brings relevance to the study because it went through historical milestones in its business and communication structure, which will contribute to the descriptive analysis of its evolution. The company was founded in Brazil in 1987. It started operating in the printer and photocopying segment, recycling cartridges until 2003, after the company entered the computer, accessories, and cell phone line, and consequently changed its positioning and starts to compete with major players in the world technological market. It currently has 44 thousand points of sale in Brazil, and portfolio of 15 departments. The problem of the proposal takes into account a large amount of importation of technological products, and soon it is believed in the importation of communication, and design references. The study is justified by the need to assess the perception of confusion in graphic representation and hypertrophy of the aesthetic function in communication in the Brazilian technological segment. To achieve the result, a qualitative methodological approach will be used, aimed at the perception of meanings that are intrinsic in beliefs, values, and attitudes in human relationships. Therefore, so that the research objectives are achieved, the study will be divided into three stages of development: exploratory, bibliographical, and documentary. The discussions that take place in this proposal bring the relationship between communication and culture, visual communication as a form of brand positioning, as well as graphic advertising representation in communication from the perspective of design. The study will be limited to graphic products for advertising communication, which is expected to understand a look at the advancement of knowledge in visuality and graphic-symbolic positioning of Brazilian technology brands, as well as the role of professionals in the field of design.
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Huet, Greg, Clément Fortin, and Yong Zeng. "Theoretical Foundations Supporting the Implementation of Complementary Information Structures Across the Life of a Product." In ASME 2012 11th Biennial Conference on Engineering Systems Design and Analysis. American Society of Mechanical Engineers, 2012. http://dx.doi.org/10.1115/esda2012-82201.

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This paper presents a formalization of the complementary information structures approach, which was originally derived from the practical implementation of a Manufacturing Process Management solution. The Environment-based Design methodology has been chosen to generalize the Manufacturing Process Management experience and the resulting theoretical foundations are then used to propose a complementary information framework between customer needs and product descriptions. The definition of the relationships between the structures is derived from the “customer job mapping” approach used in Outcome Driven Innovation marketing techniques.
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Matthews, Jason, Baljinder Singh, Glen Mullineux, and Tony Medland. "Modelling the Evolution of Packaging Systems for Product Variation." In ASME 2008 9th Biennial Conference on Engineering Systems Design and Analysis. ASMEDC, 2008. http://dx.doi.org/10.1115/esda2008-59144.

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Manufacturing practices such as mass customization mean producers are often making changes to their product and its respective packaging. Many of these changes arise over short periods due to marketing and customer demands. Some products are stable over long periods whilst others are short lived or seasonal. This paper presents an approach employing the capability of a constraint-based modelling environment to model and simulate variations in machine design configuration to cope with evolving product. The paper continues to explain the product effects, and how understanding product constraint relationships can offer the full understanding of the processing capability for the change product.
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Parikh, Monir K., and Robert W. Hitchcock. "Utah bioDesign: An Asynchronous Approach to Team Based Learning." In ASME 2009 Summer Bioengineering Conference. American Society of Mechanical Engineers, 2009. http://dx.doi.org/10.1115/sbc2009-206737.

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The University of Utah offers a two semester capstone biomedical engineering design course (bioDesign) where products are developed and prototyped using the guidance of FDA Design Control mandates. During the two semesters, students are required to develop a project plan, marketing requirements, specifications, test plan, results and working prototype. Additionally, design reviews are regularly held in order to provide student teams with constructive feedback from clinicians, coaches, and course instructors. To foster a rich environment for innovation and to better instruct students in problem based learning, we partner student teams with design ideas that have been conceptualized by clinical advisors. This collaboration creates high value relationships maximizing the students’ learning experience while exposing them to best practices. This course offers unique challenges to the students; they must balance the creativity and innovation of design work with the documentation and regulations mandated by the FDA and other regulatory agencies. Since the inception of this course, we have identified various problems with student learning. Over the past 25 years, educators have begun to understand the importance of hands-on, interactive learning experiences in the undergraduate engineering curriculum [1,2]. Therefore, by overcoming the teaching and learning issues associated with this program, we hope to develop a course that empowers student teams to become effective, innovative engineers.
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