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Dissertations / Theses on the topic 'Relationship Marketing Approach'

Author: Grafiati

Published: 10 March 2023

Last updated: 31 July 2025

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1

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

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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 ga

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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

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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<br>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

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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 nomina

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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 Techn

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

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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 Techn

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Jensen, Jonathan A. "The Path to Global Sport Sponsorship Success: An Event History Analysis Modeling Approach." The Ohio State University, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=osu1426070279.

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Gutehall, Maria, and Mhd Omar Korabi. "In search of alumni relationship approach : Ideal and realities in the University of Gävle and Stockholm University." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-20349.

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Aim: To investigate how the University of Gävle conducts relationship with graduate students and retains graduate students and creates loyalty. This study explores the importance of relationship marketing theories that intends to be applied in higher education through alumni programs and services. University of Gävle and Stockholm University will be compared in benchmarking to determine in what ways the alumni offices create relationships to retain and create loyalty to alumni students. Method: A qualitative research was conducted on the University of Gävle and Stockholm University in Sweden

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Da, Silva Talita. "From Attract to Delight: A Qualitative Study Investigating the Relationship Between Inbound Strategies and Business Growth : A B2B Centric Approach." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-38522.

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This thesis was written as part of a Master of Science Degree in Strategic Entrepreneurship for International Growth and International Marketing. Aligned with the nature of the degree, this study aims to share useful insights to managers and marketers whom are looking into innovating their business by adopting an inbound strategy. This thesis researches a modern topic within business: inbound marketing. It aims to comprehend how the implementation of an effective inbound strategy drives sales growth, by understanding the effects that inbound has over the B2B buying and selling process. The stu

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Degerman, Isabel, Johanna Eckerbom, and Hong Gu. "How do B2B companies approach CRM and the management of customer data in today’s era of social media and GDPR? : A Multiple Case Study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-86069.

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This multiple case study focuses on the customer relationship management (CRM) processes and the management of customer data within two international business-to-business (B2B) companies based in the southern parts of Sweden. This study explores and compares these companies’ approaches to CRM in today’s era of social media and the General Data Protection Regulation (GDPR). A qualitative research method in the form of 12 semi-structured interviews were conducted and later analyzed through coding using grounded theory. The findings of this study show that the companies studied work in both di

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Atwong, Andrew. "Proximity to Children: A Geospatial Approach to Understanding the Relationship between Fast Food and Schools." Scholarship @ Claremont, 2016. http://scholarship.claremont.edu/cmc_theses/1362.

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In a time when Americans are waking up to the health consequences of consuming fast food, researchers have discovered that fast food restaurants seem to be located in greater concentrations near primary or secondary schools. While this phenomenon affects the food environments of some children and carries implications as to their short term and long term health (which has also been well researched), this paper focuses primarily on fast food restaurants that are within walking distance of schools. Using Geographic Information Systems (GIS) to integrate geospatial, business, demographic, and food

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Tariq, Muhammad, and Abdul ghaffar. "Social Media Marketing vs. Prevalent Marketing Practices Master Thesis : A Study of Marketing Approaches for Micro firms in Sweden." Thesis, Jönköping University, JIBS, Centre for Innovation Systems, Entrepreneurship and Growth, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12527.

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<p><strong><p>Background</p><p>In Sweden almost 90% of businesses are micro in nature which plays a pivotal role in the economy by generating employment opportunities as well as serving a source of instilling entrepreneurial spirit and innovation. Due to their invaluable contributions to the economy, their survival through revenue generating marketing practices has become an area of much more interest than ever realized before. A common misconception prevalent is that marketing in micro businesses is just a miniature of larger enterprises. This is why earlier researchers have paid scarce treat

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Lussier, Bruno. "Les facteurs influençant l'efficacité du marketing relationnel : une approche dyadique." Thesis, Grenoble, 2014. http://www.theses.fr/2014GRENG008/document.

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Le succès d'une entreprise est garanti par son approche relationnelle, c'est-à-dire, sa capacité à créer, développer et maintenir de nouvelles relations d'affaires mutuellement profitable sur le long terme. Le vendeur devient la pièce maitresse de l'entreprise, puisqu'il passe presque tout son temps en contact avec les clients. Cette approche relationnelle de la vente est donc réellement au cœur du succès d'une entreprise. Néanmoins, certaines entreprises ont tout de même été déçues du résultat de leurs investissements dans l'approche relationnelle de la vente. Ces résultats mitigés indiquent

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Peters, Linda D. "Communication strategy and media use in intra-organisational teams : a market-based approach to understanding communication in marketing relationships." Thesis, University of East Anglia, 2002. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.247217.

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Kerviler, Gwarlann de. "La fidélité prototypique : une approche de la fidélité perçue par l'auto-catégorisation." Thesis, Paris 9, 2013. http://www.theses.fr/2013PA090037/document.

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La perception que le client a de sa propre fidélité envers une marque n’a pas été abordée dans la littérature en marketing relationnel. Cette recherche tente de pallier à cette limite de quatre manières : (1) en démontrant que la fidélité perçue peut être approchée comme une Catégorisation de Soi comme client Fidèle (CSF) correspondant à une évaluation subjective de sa similarité (typicalité perçue) à un prototype du client fidèle; (2) en identifiant les attributs du prototype du client fidèle organisés autour de 6 facteurs : Confiance, Continuité, Participation, Information, Identité, Exclusi

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Wuorimaa, Olivia, and Katharina Klimkeit. "Preferred Approaches of Industrial Marketing by Innovative Technology Firms to Enhance the Diffusion of Innovation in the Financial Industry." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-254321.

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This paper will discuss the challenges that arise in the business-to-business marketing process in the area of highly technological and innovative solutions. The authors will depict the processes that are involved in the business-to-business marketing approach and portray the challenges that arise due to a number of factors, such as trust, customer value and early adoption, when it comes to selling new technology and innovative solutions, and innovations overall, that companies nowadays need, but not necessarily want. The Diffusion of Innovation theory as well as the concept of Relationship Ma

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Dudognon, Gisèle. "Une nouvelle approche de la relation clientèle : customer relationship management : Problématique de l'évaluation de l'efficacité du C.R.M. d'un laboratoire pharmaceutique vétérinaire." Nice, 2003. http://www.theses.fr/2003NICE0017.

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L'objectif de cette recherche est de proposer un outil permettant aux entreprises d'évaluer l'efficacité de leur stratégie CRM. La présente recherche s'applique particulièrement au laboratoire pharmaceutique vétérinaire VIRBAC. La problématique étudiée a pour point de départ les difficultés rencontrées par les entreprises pour fidéliser leurs clients, caractérisés par la volatilité, l'arbitrage et l'exigence vis-à-vis d'une offre pléthore. Ce travail de recherche se compose de deux grandes parties. La première partie évoque l'évolution de la notion de consommateur vers la notion de capital cli

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Parmbro, Anders. "Approaches of Aftermarket Services for Successful Customer Relations : A Study of Volvo Trucks de México S.A. de C.V." Thesis, KTH, Industriell ekonomi och organisation, 2004. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-128380.

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It has for many businesses, especially on competitive markets, become fundamental to offer augmented services around the core product, with the aim of building lasting and mutually beneficial relationships with the customers. The author of this thesis has investigated such services offered on the Mexican truck aftermarket. The art of creating successful customer relations requires theoretical insight. Research applicable on aftermarket services has therefore been studied, and the reader will go into theories of service management, relationship marketing, customer satisfaction, and customer loy

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Nishada, Jalal, and Hoshiyar Solaimani. "Sponsring : Sponsrar företagen idrottsföreningarna för relationernas skull?" Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18218.

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Ämnet sponsring är ett stort och brett område som vuxit under senaste åren och som många företag tillämpar. Just sponsringen har i synnerhet blivit stor i och med sportevenemang och olika idrottsföreningar som bildar samarbete med företag och arbetar tillsammans. Idrotten har blivit världsledande när det kommer till uppmärksamhet och reklam på TV och nyheter och detta vet förstås företagen om och man ser en investering i att bilda sponsringssamarbete i dessa sammanhang.Som företagare kan man välja att sponsra ett stort fotbollslag som får mycket tid i media och TV och detta medverkar till att

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Limerat, Justine. "Contributions à la compréhension de la transmission d'objets marqués et non marqués de mère en fille : approche dyadique." Thesis, Aix-Marseille, 2013. http://www.theses.fr/2013AIXM1061.

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Ce travail doctoral visait à comprendre les relations des individus aux objets marqués et non marqués. Dans ce cadre de réflexion, nous plaçons le concept d’attachement aux objets et à la marque au sein de la famille, et particulièrement au sein de la dyade mère-fille. Cette dyade a fait l’objet de nombreuses recherches en marketing, en anthropologie et en sociologie. Ainsi cette recherche interprétativiste s’articule autour de 3 questions de recherche:nous cherchons d’abord à comprendre comment l’attachement de la mère à ses objets de valeur, qu’elle transmet, peut avoir une influence sur l’a

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Wu, Burton. "New variational Bayesian approaches for statistical data mining : with applications to profiling and differentiating habitual consumption behaviour of customers in the wireless telecommunication industry." Thesis, Queensland University of Technology, 2011. https://eprints.qut.edu.au/46084/1/Burton_Wu_Thesis.pdf.

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This thesis investigates profiling and differentiating customers through the use of statistical data mining techniques. The business application of our work centres on examining individuals’ seldomly studied yet critical consumption behaviour over an extensive time period within the context of the wireless telecommunication industry; consumption behaviour (as oppose to purchasing behaviour) is behaviour that has been performed so frequently that it become habitual and involves minimal intentions or decision making. Key variables investigated are the activity initialised timestamp and cell towe

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Milheiro, João Luís Trindade. "Next best action – a data-driven marketing approach." Master's thesis, 2020. http://hdl.handle.net/10362/92945.

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Project Work presented as the partial requirement for obtaining a Master's degree in Data Science and Advanced Analytics<br>The Next Best Action (NBA) is a framework that is built in order to assign to each client three (or more) actions that are considered to be the best actions to perform with the client. These actions can range from product offering to pro-active retention actions and upselling recommendations. It can be a useful tool to generate leads for ongoing campaigns but also an excellent tool for analysis and a driver for the creation of new campaigns, being a key element in Custom

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Mishra, Dibya Nandan. "Managing Customer Relationship Quality in Wellness Hotels and Resorts in India: A Netnography Approach." Thesis, 2022. http://ethesis.nitrkl.ac.in/10427/1/2022_Phd_DNMishra_517SM3001_Managing.pdf.

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There is no time for relaxing in today’s fast-paced and stressful environment. Then there’s wellness tourism to save the day. People are opting for wellness therapies that may revitalise and detoxicate the body, making it feel youthful and healthy as awareness of a healthy lifestyle grows. India can distinguish itself by delivering indigenous medical therapies through the AYUSH healthcare system, including Ayurveda, Yoga and Naturopathy, Unani, Siddha, and Homoeopathy. Recently, the Indian Ministry of Tourism expressed concern over the quality of services in organised and unorganised wellness

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張淑鈴. "The Study of Social Welfare Foundation’s Donor-- A Relationship Marketing Approach." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/15538136228978351161.

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碩士<br>南華大學<br>非營利事業管理研究所<br>90<br>The Study of Social Welfare Foundation’s Donor -- A Relationship Marketing Approach Abstract The relationship marketing has become a new marketing paradigm in recent year. It is one of the important marketing strategies in building a stable and long term relationships with customers. Due to the changes of marketing environment, the progress of database and related data analysis technology, the traditional concept of mass marketing has gradually transferred to the concept of segment marketing. Also, they are important factors th

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Silva, Sara Inês Lago Duarte e. "Exploring drivers of consumer well-being in music festivals: a relationship marketing approach." Master's thesis, 2019. http://hdl.handle.net/10071/18950.

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In the recent decades, the music festivals industry has developed very fast as well as contributed for the growth of wealth in the tourism sector. However, the research up-to-date about festivals is at an early stage, as there are plenty concepts and themes that have not been explored yet. Therefore, this study is motivated to explore what is behind the music festivals’ phenomenon. This dissertation considers the context of music festivals in Portugal due to its increasing levels of tourism growth, and investigates the existing relationships between common concepts within the field of Relatio

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Silva, Mariana Bento Ferreira da. "Continente online suits up b2b posture: marketing & communication approach." Master's thesis, 2013. http://hdl.handle.net/10071/10209.

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A presente tese projecto de mestrado foi elaborada como resposta ao desafio lançado pela empresa SONAE, mais propriamente SONAE MODELO CONTINENTE, Continente Online. O canal de E-commerce do já familiar hipermercado português Continente. Sendo uma empresa com bases estratégicas muito sólidas, seria de esperar que, quer fosse para clientes particulares, quer fosse para clientes empresarias, o Continente Online (COL) estava em constante alerta às exigências e evolução, tanto internas como externas, no entanto esta questão não se verificava. O cliente empresarial e os seus hábitos de consumo era

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Kumar, M. S. N. "Interactions between a web site and its customers : a relationship building approach." Thesis, 2003. http://hdl.handle.net/2429/15154.

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This research makes a case for treating an electronic commerce web site as a social actor and argues that LT-enabled support for personalization systems and virtual communities has a significant impact on the perceived communication characteristics of a web site. This research studied the impact of two communication characteristics - adaptiveness and connectivity of a web site. Adaptiveness indicates the extent to which a web site adapts itself to support the needs of its customers whereas connectivity refers to the ability of a web site to link potential customers with other visitors. F

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Tang, Jia-Wei, and 唐嘉偉. "The Cross-Stage Relationship Development Management for Marketing Strategic Alliances by Relationship Hierarchy Structural Approach: An Empirical Study for Telecommunication Industry." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/03874113812051542547.

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博士<br>國立高雄第一科技大學<br>管理研究所<br>100<br>In recent years, the studies of marketing strategic alliances had been paid much attentions by marketing management scholars, however, previous studies still focued on single stage but rather cross-stage for marketing strategic alliance relationship development. Moreover, the influence factors are assumed independent and not correlative, as well as these factors are in the same level of hierarchy relationships, and further can''t define clearly their correlations through literature reviewed. Thus, this study applied relationship life cycle concept

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Hua, Chih-Han, and 華芝涵. "The Relationship Marketing Approach to Low Risk Medical Devices: A Case Study of H Company Products." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/05121936275287614457.

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碩士<br>中國文化大學<br>國際企業管理學系碩士在職專班<br>103<br>This study aims to identify relationship marketing key factors that contribute to medical devices’ sales performance, evaluate key factors’ relative importance to medical organizations, individual consumers and franchised dealers through empirical investigation, comprehend the similarities and differences between three markets, and develop differentiation marketing strategies. A hierarchical structure is established based on relationship marketing theories and expert judgments, then use analytic hierarchy process (AHP) to examine judgments of chief nur

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Castro, Ana Carolina Coelho Silva Fonseca. "Social media influencers: an exploratory approach to the relationship with SMI’s followers." Master's thesis, 2018. http://hdl.handle.net/10362/39065.

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More than ever, Influencer Marketing plays a crucial role on brand’s communication plan. Though, qualitative research has dedicated little attention to Social Media Influencers’ relationship with their followers. This paper aims to study in detail how SMIs maintain a relationship with their followers based on trust, despite the sponsored content. Thirteen semistructured interviews are analyzed used Gioia Method and three aggregate dimensions that helped explain the phenomenon arose from the analysis: triggers to accept a partnership, product experience and direct interaction with followe

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Coelho, Tatiana Lima. "Customer relationship management model - A strategic and analytical approach for Amorim Turismo." Master's thesis, 2013. http://hdl.handle.net/10362/17556.

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SU, WEI, and 蘇緯. "Examining the Promotion Strategies of Non-profit Organizations for College Relationship Education from the Approach of Social Marketing." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/9s923c.

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碩士<br>國立政治大學<br>廣播電視學系<br>104<br>Relationship education aims to enrich people’s ability in building and managing relational intimacy with others. It is new here in Taiwan though in some countries it has been practicing for long time and has been proven effective. Building intimate relationship is a significant developmental task for college students, most of who are in their early adulthood. Considering the increasingly worsening romance and marital problems in our society, this study was conducted from the view of social marketing, rather than from the view of education, on which all the curr

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Carrilho, Marta Guerra. "CRM strategies: an approach to Lidl, Sonae and Jerónimo Martins firms." Master's thesis, 2016. http://hdl.handle.net/10071/13876.

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Business is in a constant race to reduce cost and increase revenues, to ensure current, new and future customers, avoiding at any cost competitors. One of the several instrument define to assist in the interaction among the supplier and customers is CRM, Customer Relationship Management Strategies. It aims to develop individual lasting relationships, ensuring costumers keep coming back, impacting both parties in a positive way. The main purpose of the thesis is to support a better understanding on the multiple CRM strategies. To ensure the successfulness of the study the study firsts pu

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Pereira, José António Monteiro. "Brand hate: A constructivist grounded theory approach." Master's thesis, 2019. http://hdl.handle.net/10071/19378.

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While Brand Love has been extensively studied, Brand Hate is still in the early stages of its theoretical development. Therefore, the main intentions of this dissertation are: first, to conduct a literature review, seeking to learn what has been written about the concepts and meaning of love, hate, brand love, brand hate and several supportive elements such as emotions, consumer-brand relationships, brand and anti-brand communities; second, perform multiple semi-structured interviews, analyse and discuss the Portuguese costumer’s perception on the topic and link it to academia. To achieve thes

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