2. Marketing on basis of stages of life cycle
Viewing customers as business assets
Organizing in terms of processes and customers
Reactive to proactive use of Information
Deploying IT to maximize the Information value
Balancing the value trade-off
Developing one-to-one marketing
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3. Advances in Technology – Intensive
Competition – Growing Service Sector – Adoption
of TQM
CLCM Benefits - Long term profitability;
Skewed profitability; Marketing benefits; Service
benefits
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4. Contactual Function (McGarry, 1950’s)
Berry (1983) talked of 5 strategies [core service,
relationship customization, service augmentation,
relationship pricing and internal marketing]
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5. Value Stream – Customer value based on service
marketing and quality management
Nordic School – Networking between firms;
cross functional marketing and service quality
Relational exchange Stream – Buyer seller
relationship models
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6. Customer Knowledge
Relationship Strategy
Communication
Individual Value Proposition
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