Relationship Marketing - The case of MINI

The case of MINI

Business & Finance, Marketing & Sales
Cover of the book Relationship Marketing - The case of MINI by Juliane Kuballa, GRIN Verlag
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Author: Juliane Kuballa ISBN: 9783638593007
Publisher: GRIN Verlag Publication: January 16, 2007
Imprint: GRIN Verlag Language: English
Author: Juliane Kuballa
ISBN: 9783638593007
Publisher: GRIN Verlag
Publication: January 16, 2007
Imprint: GRIN Verlag
Language: English

Seminar paper from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 75 %, Northumbria University, 24 entries in the bibliography, language: English, abstract: This academic paper critically analyses the relationship marketing orientation of MINI, a cult car of the car manufacturer BMW. A brief historical review serves to demonstrate MINI's specific position in the BMW brand portfolio. Further, the need to build a close relationship especially with retailers and end-consumers is demonstrated. In this context the expanded marketing mix framework is applied to state the relationship marketing activities MINI currently adopts. Further suggestions for improvement are provided accordingly. Finally shortcomings of relationship marketing knowledge as well as appropriate recommendations are provided.

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Seminar paper from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 75 %, Northumbria University, 24 entries in the bibliography, language: English, abstract: This academic paper critically analyses the relationship marketing orientation of MINI, a cult car of the car manufacturer BMW. A brief historical review serves to demonstrate MINI's specific position in the BMW brand portfolio. Further, the need to build a close relationship especially with retailers and end-consumers is demonstrated. In this context the expanded marketing mix framework is applied to state the relationship marketing activities MINI currently adopts. Further suggestions for improvement are provided accordingly. Finally shortcomings of relationship marketing knowledge as well as appropriate recommendations are provided.

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