Advanced SearchSearch Tips
The effectiveness of investments in relationship marketing strategies: The case of Yiulian Dockyards (Shekou) Limited
facebook(new window)  Pirnt(new window) E-mail(new window) Excel Download
 Title & Authors
The effectiveness of investments in relationship marketing strategies: The case of Yiulian Dockyards (Shekou) Limited
Mei, Xiong;
  PDF(new window)
The purpose of this paper is to put forward a conceptual framework for understanding factors shaping the nature of the relationship marketing using the case study. Through this research, I can suggest it. Companies may monitor customer satisfaction by using questionnaires, general comments, customer complaints, online surveys, suggestion boxes, and personal interviews. The main purpose is to keep up to date with the needs of customers in order to retain them by creating the relationship it wants with the customers. Relationship Marketing is quite expensive, especially, in the initial period. Therefore, effective relationship marketing requires marketers to adopt affordable and practical and profitable approaches that give room to low costs without compromising quality of the product.
Investments;Relationship;Marketing Strategies;Case Study;Traditional Marketing;
 Cited by
N.E. Coviello, R.J. Brodie, & H.J. Munro, "Understanding Contemporary Marketing: Development of a Classification Scheme", Journal of Marketing Management, Vol. 13, No. 2, pp. 501-522, 1997. crossref(new window)

R.A. Kerin, & R. Sethuraman, "'revisiting Marketing's Lawlike Generalizations': A Comment", Journal of the Academy of Marketing Science, Vol. 27, No. 1, pp. 101-104, 1999. crossref(new window)

Cranfield School of Management, Marketing Management: A Relationship Marketing Perspective, London: Macmillan Press Ltd., 2000.

P. Kotler, Relationship Marketing Strategy, RIT: Printing Industry Center., 2006.

M.P. Christopher, A. Payne, & D. Ballantyne, Relationship Management: Creating Stakeholder Value, Great Britain: Biddles Ltd., 2001.

K. Kashani, Beyond Traditional Marketing: Innovations in Marketing Practice, west Sussex: John Wiley & Sons Ltd., 2006.

C. Veloutsou, M. Saren, & N. Tzokas, (2002), "Relationship marketing: What if ...?", European Journal of Marketing, Vol. 36, No. 4, pp. 433 - 496, 2002. crossref(new window)

M.J. Harker, "Relationship marketing defined? An examination of current relationship marketing definitions", Marketing Intelligence &Planning,Vol. 17, No.1, pp. 13-20, 1999. crossref(new window)

C. Grönroos, "From marketing mix to relationship marketing: towards a paradigm shift in marketing", Management Decision, Vol. 32, No. 2, pp. 4-20, 1994.

H. Pringle, & M. Thompson, (1999), Brand Spirit: How cause related marketing builds brands, Beffins Lane: John Wiley & Sons Ltd., 1999.

J.P. Cannon, and W.D. Perreault, "Buyer-seller relationships in business markets", Journal of Marketing Research, Vol. 36, No, 4, pp. 439-460, 1999. crossref(new window)

K. Blois, "Don't all firms have relationships?" Journal of Business & Industrial Marketing, Vol. 13, No. 3, pp. 256-270, 1998. crossref(new window)

P. Kotler, "It's time for total marketing", Business Week ADVANCE executive Brief, Vol. 2, No. 1, pp. 121-131, 1992.

Liu. Hong, & L. Roos, "Managing strategic planning paradigms in China", Marketing Intelligence & Planning, Vol. 24, No. 5, pp. 432-445, 2006. crossref(new window)

P.A. Dabholkar, W.J. Johnston, & A.S. Cathey, "The Dynamics of Long-Term Business-to Business Exchange Relationships", Journal of the Academy of Marketing Science, Vol. 22, No. 2, pp. 130-145, 1994. crossref(new window)

P. Kotler, & K.L. Keller, Marketing Management (12th), U.S.A.: Pearson Prentice Hall., 2006.

E. Lawrence, S. Newton, B. Corbitt, J. Lawrence, S. Dann, & T. Thanasankit, Internert Commerce: Digital Models for Business (3rd ), Singapore: Markono Print Media Pte Ltd., 2003.

L.L. Berry, "Relationship Marketing of Services Growing Interest, Emerging Perspectives", Journal of the Academy of Marketing Science, Vol. 23, No. 4, pp. 236-245, 1995. crossref(new window)

A. Payne, M. Christopher, M. Clark, & H. Peck, Relationship Marketing for Competitive Advantage - winning and keeping customers, Great Britain: MPG Books Ltd., 2003.

S.D. Hunt, and R.M. Morgan, "relationship marketing in the era of network competition", Marketing Management, Vol. 3, No. 1. pp. 18-27, 1994