Preview

reserch proposal of IT industry

Powerful Essays
Open Document
Open Document
10918 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
reserch proposal of IT industry
A Summer Internship Report

On

"AN IMPACT OF RELATIONSHIP MARKETING IN B2B MARKETS"

At

Exalor Technologies

In partial fulfilment of the requirements of Summer Internship Programme in the Masters in Business Administration programme of Gujarat Technological University

Submitted to

Pooja Shah
(Faculty Guide)

By
Hiteshi Shah ( 127350592139)
Ravina Chatwani (127350592021)
Batch 2012-14
N R INSTITUTE OF BUSINESS MANAGEMENT

N. R. Institute of Business Management (GLS-MBA)

Certificate

This is to certify that Miss Hiteshi Shah and Miss Ravina Chatwani Enrolment No. 127350592139 and 127350592021, student of N. R. Institute of Business Management (GLS-MBA) has successfully completed her Summer Project on “The Impact of Relationship Marketing in B2B Markets” at “Exalor Technologies” in partial fulfillment of the requirements of MBA programme of Gujarat Technological University. This is her original work and has not been submitted elsewhere.

Date: _________________

Place: _________________

Declaration

We, Hiteshi Shah and Ravina Chatwani, Enrolment No. 127350592139 and 127350592021 students of N R Institute of Business Management hereby declare that We have successfully completed this project on ‘The Impact of Relationship Marketing in B2B Markets’ in the academic year 2012-13

We declare that this submitted work is done by us and to the best of our knowledge; no such work has been submitted by any other person for the award of degree or diploma.
We also declare that all the information collected from various secondary and primary sources has been duly acknowledged in this project report.

PREFACE

In the world of business all the things are changing with changing environment.


Bibliography: Berry, L.L. (1995), “Relationship marketing of services – growing interest, emerging perspectives, Journal of the Academy of Marketing Science, Vol. 23 No. 4, pp. 236-45. Gummesson,E.(1996), “Relationship marketing and imaginary organizations: a synthesis”, European Journal of Marketing, Vol. 30 No. 2, 1996, pp. 31-44. Bagozzi, R., Yi, Y., (1988), “On the evaluation of structural equation models”, journal of Academy of Marketing Science, 16(1),pp.74-94. Andreassen,W, Lindestad,B.,(1998), “The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise” , International Journal of Service Industry Management, 9 ,1, pp. 7-23, ANNEXURE
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Better Essays

    Btec bussiness lvl 3 Unit 3 P1 Marketing techniques
    • 1013 Words
    • 4 Pages

    Btec bussiness lvl 3 Unit 3 P1 Marketing techniques

    In relationship marketing, customer profile, buying patterns, and history of contacts are maintained in a sales database, and an account executive is assigned to one or more major customers to fulfil their needs and maintain the relationship. Relationship marketing was defined as a form of marketing developed from direct response marketing campaigns that emphasizes customer retention and satisfaction, rather than a dominant focus on sales transactions. O2 uses records of the customers purchases to promote ideal offers to them such extra credit or internet. This helps increase profit for O2 because it doesn’t take much effort to show their customers these deals.…

    • 1013 Words
    • 4 Pages
    Better Essays
    Read More
  • Satisfactory Essays

    Week 4 Midterm
    • 844 Words
    • 4 Pages

    Week 4 Midterm

    Relationship marketing is the organizations objective to build a mutual relationship that will turn out to be long term for consistent customer retention. These relationships or most important because this is how you obtain and maintain customer loyalty and also it will gain word of mouth from loyal customers to bring in new customers. Stakeholders in the organization want to know that the product is bringing growth and stability of customer satisfaction.…

    • 844 Words
    • 4 Pages
    Satisfactory Essays
    Read More
  • Better Essays

    B120 Tma04
    • 1036 Words
    • 5 Pages

    B120 Tma04

    Relationship marketing is where a business forms and maintains a good relationship with customers in order to fulfill the objectives of both parties. Schaefer A. (2012) stress that marketing communication is not a one-way process but involves both marketers and customers and serves to stimulate customers awareness of the products/service, a desire for the product and take action in getting the product/service.…

    • 1036 Words
    • 5 Pages
    Better Essays
    Read More
  • Powerful Essays

    Business Level 3 Unit 3 P1
    • 2978 Words
    • 12 Pages

    Business Level 3 Unit 3 P1

    As a practice, relationship marketing differs from other forms of marketing because it recognizes the long term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages. With the growth of the internet and mobile platforms, relationship marketing has continued to evolve and move forward as technology opens more collaborative and social…

    • 2978 Words
    • 12 Pages
    Powerful Essays
    Read More
  • Best Essays

    Does the Marketing Mix Contribute to the Success of Ryanair?
    • 2336 Words
    • 10 Pages

    Does the Marketing Mix Contribute to the Success of Ryanair?

    paradigm shift in marketing. Management Decision, 35(4), pp.332-339. Gummesson, E. (1994) Making relationship marketing operational. International Journal of Service Industry Management, 5(5), pp. 5-20. Gummesson, E. (1999) Total Relationship Marketing-Rethinking Marketing Management: From 4Ps to 30Rs. Oxford: Butterworth-Heinemann. Jobber, D. (2007) Principles and Practice of Marketing. 5th ed. New York: McGraw-Hill Education. Judd, V. C. (1987) Differentiate With the 5th P: People. Industrial Marketing Management, 16(4), pp.241-247. Kasper, H., Helsdingen, P. and Gabbott, M. (2006) Service Marketing Management: a Strategic Perspective. 2nd ed. West Sussex: John Wiley & Sons Ltd. Kluyver, C. A. and Brodie, R. J. (1987) Advertising-versus-marketing mix carryover effect: an empirical evaluation. Journal of Business Research,15, pp.269-287. Kolter, P. (2012) Principles of Marketing. 14th ed. London: Pearson. Little, E. and Marandi, E. (2003) Relationship Marketing Management. London: Cengage Learning EMEA. Ryanair, (2012) About Us. [online] Available at:< http://www.ryanair.com/en/about/fleet> [Accessed on 19 November 2012] Ryanair, (2012) Financial statements for Ryanair holdings plc. [online] Ryanair Ltd. Available at: < http://www.ryanair.com/doc/investor/2012/q4_2012_doc.pdf > [Accessed on 15th October 2012] Reid, D. M. (1980) Evaluation of the marketing mix - its application to strategic marketing, European Journal of Marketing, 14(4), pp. 192 - 205. Sakle, B. (2010) Ryanair-marketing strategy. [online] Aviationgeeks. Available at:[Accessed on 23 October 2012]. Waterschoot, W. V. and Bulte, C. V. D. (1992) The 4P classification of marketing mix revisited. Journal of Marketing, 56, pp.83-93.…

    • 2336 Words
    • 10 Pages
    Best Essays
    Read More
  • Better Essays

    Value Creation
    • 8646 Words
    • 35 Pages

    Value Creation

    Sorce, P. (September 2002). Relationship marketing strategy. Manuscript submitted for publication, Rochester Institute of Technology, Rochester, NY. Retrieved from http://print.rit.edu/pubs/02_04_sorce.pdf…

    • 8646 Words
    • 35 Pages
    Better Essays
    Read More
  • Good Essays

    Five Marketing Steps in Bowie State Expansion
    • 1538 Words
    • 7 Pages

    Five Marketing Steps in Bowie State Expansion

    Relationship marketing is a type of marketing that puts an emphasis on consumer satisfaction and retention. It focuses on the longstanding relationship with the consumer rather than the prominent focus on an immediate sales transaction. With the growth of the internet in the past two decades, relationship marketing has continued to evolve and move forward as technology…

    • 1538 Words
    • 7 Pages
    Good Essays
    Read More
  • Powerful Essays

    Marketing, customer value and the relationship between the two
    • 1702 Words
    • 6 Pages

    Marketing, customer value and the relationship between the two

    Sheth, J. Parvatiyar, A. (1995). Relationship marketing in consumer markets: antecedents and outcomes. Journal of the Academy of Marketing Science. 23(4), 255–272.…

    • 1702 Words
    • 6 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Developing Customer Relationships Through Marketing Communications
    • 1515 Words
    • 7 Pages

    Developing Customer Relationships Through Marketing Communications

    Relationship marketing is the opposite of transaction marketing in which this ambition does not exist. Traditional transaction or acquisition marketing is short-term and sales-oriented and aims at the ‘one shot deal’. Relationship marketing is built upon the relationship between customer satisfaction, customer loyalty and profitability.…

    • 1515 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Asda. Relationship Marketing and Loyalty
    • 2088 Words
    • 9 Pages

    Asda. Relationship Marketing and Loyalty

    “When it comes to relationship marketing… you don’t want a relationship with every consumer… in fact, there are some bad customers (the objective is to) figure out which consumer are worth cultivating because you can meet their needs more effectively then anyone else” (Chisnall, P.M 1995).…

    • 2088 Words
    • 9 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Stephen L. Vargo & Robert F. Lusch
    • 14777 Words
    • 60 Pages

    Stephen L. Vargo & Robert F. Lusch

    Gilder, George (1984), The Spirit of Enterprise. New York: Simon and Schuster. Glynn, William J. and Uolevi Lehtinen (1995), “The Concept of Exchange: Interactive Approaches in Services Marketing,” in Understanding Services Management, William J. Glynn and James G. Barnes, eds. New York: John Wiley & Sons, 89–118. Gronroos, Christian (1994), “From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing,” AsiaAustralia Marketing Journal, 2 (August), 9–29. ——— (2000), Service Management and Marketing: A Customer Relationship Management Approach. West Sussex, UK: John Wiley & Sons. Gummesson, Evert (1994), “Broadening and Specifying Relationship Marketing,” Asia-Australia Marketing Journal, 2 (August), 31–43. ——— (1995), “Relationship Marketing: Its Role in the Service Economy,” in Understanding Services Management, William J. Glynn and James G. Barnes, eds. New York: John Wiley & Sons, 244–68. ——— (1998), “Implementation Requires a Relationship Marketing Paradigm,” Journal of the Academy of Marketing Science, 26 (Summer), 242–49. ——— (2002), “Relationship Marketing and a New Economy: It’s Time for Deprogramming,” Journal of Services Marketing, 16 (7), 585–89. Gutman, Jonathan (1982) “A Means–End Chain Model Based on Consumer Categorization Processes,” Journal of Marketing, 46 (Spring), 60–72. Haeckel, Stephen H. (1999), Adaptive Enterprise: Creating and Leading Sense-and-Respond Organizations. Boston: Harvard School of Business. Hamel, Gary and C.K. Prahalad (1994), Competing for the Future. Boston: Harvard Business School Press. Hauser, John R. and Don Clausing (1988), “The House of Quality,” Harvard Business Review, 66 (May–June), 63–73. Hawken, Paul, Amory Lovins, and L. Hunter Lovins (1999), Natural Capitalism: Creating the Next Industrial Revolution. Boston: Little, Brown.…

    • 14777 Words
    • 60 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Marketing and Social Media
    • 326 Words
    • 2 Pages

    Marketing and Social Media

    | * Relationship and Direct Marketing , * Loyalty/ Branding programmes * Consumer Marketing Communications, .e-marketing and digital marketing…

    • 326 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    developmetn of b2b marketing theory
    • 14754 Words
    • 60 Pages

    developmetn of b2b marketing theory

    Commerce between organizations has been around since organizations were first developed. And of course this means that B2B marketing has also existed for millennia. While the study of Business to Business (B2B) marketing can be traced back to the 1890s, significant contributions to (B2B) marketing theory have only been made during the last three decades. Research of B2B marketing was silent over a long period of time, and our understanding of it was based on implicit, individualized, and experiential based on the behavior of businessmen (Hadjikhani & LaPlaca, 2012); it existed in society but had little scientific identity or inquiry. It took several centuries before business…

    • 14754 Words
    • 60 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    The Methods Used by New Firms to Make Strategic Marketing Decisions
    • 2465 Words
    • 10 Pages

    The Methods Used by New Firms to Make Strategic Marketing Decisions

    11. Gronroos, C. (1994). Journal of Marketing Management. (p. 347-360). Quo Vadis, Marketing? Toward a relationship marketing paradigm.…

    • 2465 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Individual Assignment Of BRSM
    • 3448 Words
    • 12 Pages

    Individual Assignment Of BRSM

    Zeithaml V. A., Bitner M. J., Gremler D. D. (2006) Services marketing, 4th edition, McGraw-Hill. p. 106-107…

    • 3448 Words
    • 12 Pages
    Powerful Essays
    Read More

Related Topics