From marketing mix to relationship marketing: customer loyalty

Calandriello, Annalisa (A.A. 2021/2022) From marketing mix to relationship marketing: customer loyalty. Tesi di Laurea in Marketing, Luiss Guido Carli, relatore Maria Giovanna Devetag, pp. 55. [Bachelor's Degree Thesis]

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Relationship marketing and marketing mix. Cos'è il relationship marketing. Service network relationship. Horizontal collaboration. Vertical collaboration. Public-private partnership. Teorie economiche. I tre livelli del relationship marketing. Sviluppo del relationship marketing. Scelta del relationship marketing. Relationship development. Risultato: customer loyalty. Problemi. Customer relationship management. Ruolo del CRM nel relationship marketing. Data collection and management. Customer analysis and profiling. Computer-aided sales support. Customer information and service (CIS). Successo del sistema CRM. Implicazioni: caso Starbucks. Starbucks company. Relationship marketing: aumento customer loyalty. Strumenti utilizzati. Dati raccolti e risultato.


Bibliografia e sitografia: pp. 52-53.

Thesis Type: Bachelor's Degree Thesis
Institution: Luiss Guido Carli
Degree Program: Bachelor's Degree Programs > Bachelor's Degree Program in Economics and Management (L-18)
Chair: Marketing
Thesis Supervisor: Devetag, Maria Giovanna
Academic Year: 2021/2022
Session: Autumn
Deposited by: Alessandro Perfetti
Date Deposited: 04 May 2023 12:10
Last Modified: 04 May 2023 12:10


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