[마케팅] Marketing academics talk about the move away from transaction marketing towards relationship marketing. The challenge for the firm is to integrate the two concepts into their marketing strate

소개

관련 Bibliography가 참 많습니다.(MBA)

목차

1. Introduction

2. Paradigm Shift in Marketing Thoughts
2.1 Orientation Change of Marketing Practice
2.2 Concepts of TM and RM
2.3 Academic Research of Paradigm Shift

3. The Challenge for Marketing Strategy and Plan
3.1 Strategic Focus : Customer Acquisition and Retention
3.2 Profitability of Customer Acquisition and Retention
3.3 Marketing Approach for Customer Retention

4.Discussion on Paradigm Shift and Strategic Challenge
4.1 Assessment of Academic Paradigm Shift
4.2 Discussion on Practical Challenge for Firm’s Strategy

5.Conclusion

Bibliography

본문내용

1. Introduction

The need for effective marketing is as strong as ever in today’s highly competitive and global business environment. The challenge for academics and firms alike is how best to apply the principles of marketing to secure strategic advantages.

The development of marketing is undergoing a paradigm shift in orientation from ‘transaction to relationship’. Relationship marketing (RM) represents a paradigm shift in marketing philosophy and contrasts sharply with the focus on a series of individual transactions(TM). Marketing is viewed as a dynamic process of establishing and maintaining relationships.

This change in the perception of the marketing function is acknowledged both by academicians and practitioners. The concept of RM offers a realistic and relevant approach to developing greater competitive advantage through relationship-based strategies. Leading companies are now beginning to measure salesperson success not only by units sold, but also by contribution to relationship quality through customer satisfaction.

However, from the firms’ point of view, how to integrate the two concepts into their marketing strategy and planning activity is a practical challenge and task.

참고자료

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