Loyalty-based segmentation and the customer development process

Article Abstract:

Companies need to be aware of the importance of keeping good relationships with their existing customers rather than always looking for new customers. As markets become saturated it is increasingly necessary to retain old customers. But the emphasis on reaching immediate targets does not encourage the retention of customers. Customer development can be used in a variety of areas, such as service and consumer industries as well as between firms. Companies need to recognize not all customers act the same therefore different plans need to be put in place to encourage their loyalty.

Customer Relations, Management, Client development, Business enterprises

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Organisational buying behaviour in changing times

Article Abstract:

Research into the high risk buying behaviour of eight senior buyers discovered a number of the findings were very different from a study carried out by Johnston and Lewin in 1996. Companies in the 1990s were more concerned with forming good relationships with suppliers. The price of a purchase was not all important to buyers in the 1990s, but they looked for other factors such as the quality of the relationship between the companies. Comparing the two studies brings into question the validity of basing marketing practice on research carried out in the 1970s.

Purchasing Management, Research, Purchasing, Marketing research, Market research, Business-to-business market, Business to business market, Organizational behavior

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Cross-functional issues in the implementation of relationship marketing through customer relationship management

Article Abstract:

Customer relationship management is enabling the implementation of relationship marketing principles. The three main issues that impact the development of customer relationship management in the service sector are discussed.

United Kingdom, Marketing procedures, Marketing, Planning, Customer relationship management

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