Relationship Marketing - The case of MINI (ePub)

Name: Relationship Marketing - The case of MINI
Brand: GRIN Verlag
SKU: 38509205
Price: 15.99 EUR
Availability: OnlineOnly

The case of MINI (Sprache: Englisch)

Autor: Juliane Kuballa

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Relationship Marketing - The case of MINI, Juliane Kuballa

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Seminar paper from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: 75 %, Northumbria University, 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.