Relationship Marketing in International Marketing/Sales Channels

Towards the conceptualization of relationship-based competitive advantages and a Relationship Management Balanced Scorecard

Business & Finance, Marketing & Sales
Cover of the book Relationship Marketing in International Marketing/Sales Channels by Tim Hüfner, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Tim Hüfner ISBN: 9783640111558
Publisher: GRIN Publishing Publication: July 24, 2008
Imprint: GRIN Publishing Language: English
Author: Tim Hüfner
ISBN: 9783640111558
Publisher: GRIN Publishing
Publication: July 24, 2008
Imprint: GRIN Publishing
Language: English

Master's Thesis from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, University of Bradford (TiasNimbas Business School), 130 entries in the bibliography, language: English, abstract: This paper intends to contribute to the increasing efforts to dissolve the confusions around relationship marketing (RM). In general, it is to provide evidence to the academic community how RM is operationalised in a to date under-researched setting (namely export channels), and generate practical suggestions to export managers how it may be applied more successfully. In this attempt, the paper reports of a study of relationships between brands (exporters) and international resellers (distributors) in the German sporting goods industry. The study investigated the nature and importance of RM instruments which exporting brands use to leverage relationships for achieving success in foreign markets. Assisting in the exploratory venture, the literature review has lead to the development of an export success model. It provided guidance to the author in his research and will enable the reader to appreciate and classify the research contributions. Finally, this work concludes with the application of the insights of the literature review and the study by proposing a practical management tool, the Export Relationship Management Balanced Scorecard (exRMBSc). It will enable managers and organizations to enhance their relationship management practice and thus helps to solve a frequent issue and crucial problems for many exporting businesses.

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

Master's Thesis from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, University of Bradford (TiasNimbas Business School), 130 entries in the bibliography, language: English, abstract: This paper intends to contribute to the increasing efforts to dissolve the confusions around relationship marketing (RM). In general, it is to provide evidence to the academic community how RM is operationalised in a to date under-researched setting (namely export channels), and generate practical suggestions to export managers how it may be applied more successfully. In this attempt, the paper reports of a study of relationships between brands (exporters) and international resellers (distributors) in the German sporting goods industry. The study investigated the nature and importance of RM instruments which exporting brands use to leverage relationships for achieving success in foreign markets. Assisting in the exploratory venture, the literature review has lead to the development of an export success model. It provided guidance to the author in his research and will enable the reader to appreciate and classify the research contributions. Finally, this work concludes with the application of the insights of the literature review and the study by proposing a practical management tool, the Export Relationship Management Balanced Scorecard (exRMBSc). It will enable managers and organizations to enhance their relationship management practice and thus helps to solve a frequent issue and crucial problems for many exporting businesses.

More books from GRIN Publishing

Cover of the book English and its Varieties. An Analysis of the British and the North American Sound System by Tim Hüfner
Cover of the book Royal Caribbean Cruise Line (RCCL) - Brand plan for a new concept: The Aqua Theatre Café by Tim Hüfner
Cover of the book Diffusion of Information in Agriculture in Senegal by Tim Hüfner
Cover of the book Gulliver's Travels as a Political Satire by Tim Hüfner
Cover of the book The morpheme - An approach to its meaning and function by Tim Hüfner
Cover of the book Bordertown - A filmic example of investigative media by Tim Hüfner
Cover of the book Australian English: A Variety of British English? by Tim Hüfner
Cover of the book Ambiguity Handling: Human vs. Machine by Tim Hüfner
Cover of the book Riots and Revolutionaries - How did civil America make progress on its Road to Independence? by Tim Hüfner
Cover of the book Action against the pollution of the seas by oil by Tim Hüfner
Cover of the book Are authoritarian states more able to resort to the use of violence than democracies to fulfill their foreign policy aims? by Tim Hüfner
Cover of the book The Depression Years on the Canadian Prairies - Causes and Effects by Tim Hüfner
Cover of the book Does the Latest German Anti-Smoking Law Affect the Restaurant Behaviour of the Berlin People? by Tim Hüfner
Cover of the book The road to war: Manufacturing public opinion in support of U.S. foreign policy goals by Tim Hüfner
Cover of the book Thomas Hobbes: philosophy's bad boy reassessed by Tim Hüfner
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