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
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from GRIN Verlag

Cover of the book Das katholische Selbstverständnis zur apostolischen Nachfolge in Joseph Ratzingers 'Episkopat, Primat, successio apostolica' by Juliane Kuballa
Cover of the book Indexikalität und Fregescher Sinn: Eine Untersuchung zu den referentiellen Eigenschaften des Personalpronomen 'ich' by Juliane Kuballa
Cover of the book Narzissmus und Unterricht by Juliane Kuballa
Cover of the book Prozesskostenrechnung im Dienstleistungsunternehmen by Juliane Kuballa
Cover of the book The Impact of Privatization and Nationalization on Bolivia?s Indigenous Citizens by Juliane Kuballa
Cover of the book Grundlagen des Controlling. Entstehung, Bedeutung, Struktur und Ziele by Juliane Kuballa
Cover of the book S.I. Witkiewiczs 'Nowe Wyzwolenie' als Einakter by Juliane Kuballa
Cover of the book 'Aufgaben der Medien' als Thema einer Stunde im Fach WZG in einer 8. Klasse by Juliane Kuballa
Cover of the book Darstellung des Lernproblems 'Trennbare Verben' für den DaF-Unterricht by Juliane Kuballa
Cover of the book Der politische Bürger bei Aristoteles und Locke by Juliane Kuballa
Cover of the book Planspiel als Methode der politischen Bildung by Juliane Kuballa
Cover of the book Unterschiedliche Sichtweisen des Selbstkonzepts und seiner Entstehung by Juliane Kuballa
Cover of the book Die Grand Tour - Die Bildungsreise der Adligen in der Frühen Neuzeit by Juliane Kuballa
Cover of the book Die Darstellung der septem artes liberales und ihre Umsetzung am Campanile in Florenz by Juliane Kuballa
Cover of the book Identifikation des Zuschauers und Darstellung der Gewalt in der Pilotfolge der Serie 'Dexter' by Juliane Kuballa
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy