Browsing by Subject "Relationship marketing"
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Item Consumer-brand relationships and effective management of social media(2010-05) Henry, Daniel D.; Choi, Sejung Marina; Sung, YongjunRelationship marketing is an important part of the development of brands. The following report conceives the role of relationship marketing and how brands can use social networks as a key for unlocking a relationship with their consumer. This report presents the managerial implications on relationship marketing, the importance of dialogue, and social media. This report is for marketers to understand the importance of initiating, developing and maintaining a relationship with consumers and translate the concepts so that brands can successfully apply them into social networks.Item Inducing salespeople to sell proprietary products: the roles of traditional, transaction-cost, and relational factors(Texas Tech University, 1999-12) Edison, Steven WayneTwo frameworks finding increasing application in the marketing literature are relationship marketing (RM) and transaction cost analysis (TCA). Both have been applied to decision-making in an exchange context, investigating similar issues, such as salesperson motivation. To date, there has been little overlap of the two frameworks, either in theory or research. Relational factors, such as trust and commitment, are usually absent in TCA-based models of decision-making (which treats them largely as 'friction," rather than as explanatory variables). Conversely. TCA factors are rarely considered in relational models. However some researchers, rather than view RM and TCA as competitors, argue for combining the two frameworks in the same model (Zaheer and Venkatraman 1995; Hesterly. Liebskind. and Zenger 1990: Granovetter 1985). This research integrates constructs from both frameworks with traditional motivational factors and investigates a salesperson's decision to adopt proprietary or non-proprietary products. The dissertation (1) models trust and commitment in organizations. (2) compares this relational model to a TCA-based model, (3) further develops a model incorporating relational, traditional, and TCA factors, and (4) tests this integrated model using data from a sample of ethical-drug distribution salespeopleItem Nonprofit relationship marketing: the role of identification(Texas Tech University, 1997-08) German, Steven DNot availableItem The role of homophily in serving or suppressing firm relationship marketing opportunities(2013-08) Chenevert, Amber Marie; Drumwright, Minette E.; Henderson, Geraldine R. (Geraldine Rosa), 1963-This research questions whether homophily or "sameness" within the advertising agency positively or negatively impacts the black owned advertising agency's ability to build client relationships, expand business related to their perceived expertise, or expand business not related to their perceived expertise. Why study black owned advertising agencies? The case of black advertising agency owners provides a particularly compelling context in which to understand homophily and its impact on relationship marketing. Historically, black advertising entrepreneurs have been marginalized to the black consumer market, which was a reflection of black American citizens' struggle for civil and labor rights. This research seeks to understand whether this historical sameness in ownership, employees, and consumer target negatively or positively impacts 21st century black advertising agency owners' ability to build broader relationships to sustain or grow their businesses. In depth interviews were conducted to understand this issue. Respondents revealed the aspects of homophily or sameness that were important to their relationship marketing activities, the pursuit and development of their advertising agency, employee hiring, and mentoring. This research not only revealed the types of white dominate group bias the respondents experienced, but just as important, revealed in-group or black-on-black bias in the advertising industry as well.