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 Production and Operations Management Assignment by Juliane Kuballa
Cover of the book Europas Antworten zur Rettung Griechenlands und des Euro: EFSM, EFSF und ESM - ein Überblick by Juliane Kuballa
Cover of the book Abortion in the United States of America by Juliane Kuballa
Cover of the book Freizeit zwischen Konsum und Terminen by Juliane Kuballa
Cover of the book The American Western of the 1950s - An Analysis of Cowboy Culture against the Background of the Era by Juliane Kuballa
Cover of the book Regierungswechsel durch Demokratie: Karl Popper, Alles Leben ist Problemlösen by Juliane Kuballa
Cover of the book Stasis am Beispiel der Stadt Megara by Juliane Kuballa
Cover of the book Inwiefern veränderten sich die Stellung der Familie und die Familienformen in der Gesellschaft aus historischer Sicht? by Juliane Kuballa
Cover of the book Problematik der Verknüpfung von Ethik und Recht by Juliane Kuballa
Cover of the book Unsterblichkeitsmotive in J.R.R. Tolkiens 'Der Herr der Ringe' by Juliane Kuballa
Cover of the book How Europeanization is heading towards a clustered convergence? by Juliane Kuballa
Cover of the book Grundlagen des Grundstücks- und Grundbuchrechts by Juliane Kuballa
Cover of the book Rechtsterrorismus in Deutschland by Juliane Kuballa
Cover of the book Praktische Beispiele zum Prinzip der Zielorientierung (Teil 1) by Juliane Kuballa
Cover of the book Caspar David Friedrich: 'Der Watzmann' 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