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  • 1
    Electronic Resource
    Electronic Resource
    Customer relationship management: the case of a European bank (2005)
    Bingley : Emerald
    Marketing intelligence & planning 23 (2005), S. 136-154 
    Details
    ISSN: 0263-4503
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Purpose - To convert the principle of customer relationship management (CRM) into practical guidelines for best practice in the implementation of a CRM programme in the real world. Design/methodology/approach - The findings of an extensive review of the literature provide the foundations for a general CRM paradigm, which is applied to a case study of a large European bank's specification, development and implementation of CRM over a five-year period. Data for the case study were collected in 1-2?h long depth interviews with executives of the bank and a consultancy firm collaborating in the design of the programme, and were analysed by a formal coding procedure. Findings - The design and implementation phases of CRM programme development are described in detail, the latter organised into 18 initiatives in five categories: testing, founding, building doing and ongoing. Research limitations/implications - Because of the stage of development of the bank's programme at the time of writing, it was not possible to report meaningfully on an obvious sixth phase: evaluation. The paper considers shortcomings of CRM implementation and proposes avenues for further research. Practical implications - A shortage of practically grounded templates for the design and implementation of CRM programmes has left marketing managers struggling to apply the widely advocated principle to their own situations. By adding empirical evidence to prescriptions for best practice, this paper begins the process of bridging that gap between theory and practice. Originality/value - The unique case study reported here will therefore be of definite interest and potential value to managers responsible for developing market intelligence into formal plans for a CRM strategy, beyond the specific context of financial services.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/02634500510589903
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  • 2
    Electronic Resource
    Electronic Resource
    Successes and failures in the dairy industry: South west England and north west France (2004)
    Bradford : Emerald
    British food journal 106 (2004), S. 422-435 
    Details
    ISSN: 0007-070X
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Agriculture, Forestry, Horticulture, Fishery, Domestic Science, Nutrition
    Notes: The UK milk industry has been in a state of rapid evolution following the dissolution in 1994 of the milk marketing boards. The paper examines dairy processing companies, milk collection co-operatives and milk groups in the south west of England to assemble reasons for success and failures and compare them with north west France, with similar traditional dairying. The findings suggest the following opportunities as the best development potential for the dairy industry in south west England: mature cheddar, speciality cheeses, suitable territorial cheese varieties and other fresh cheeses; dairy desserts; and yoghurts, fromage frais and crème fraiche. A second tier of opportunities could take place through new on-farm processing; expansion of the product range of existing companies; expansion of the Davidstow Creamery as a producer of mature cheddar; and new "green field" site developments by new entrants.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/00070700410539743
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    Paper (German National Licenses)
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  • 3
    Electronic Resource
    Electronic Resource
    Implementing, monitoring and measuring a programme of relationship marketing (1999)
    Bingley : Emerald
    Marketing intelligence & planning 17 (1999), S. 231-239 
    Details
    ISSN: 0263-4503
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: This single, embedded case study examined the marketing activities of Flensted Catering A/S, a Danish food company. The case is the first one in a series of case studies constituting a larger research project with the overall objective of understanding how to implement relationship marketing, how to monitor the outputs and how to measure the returns. In 1996, the company embarked on a three-phase programme directed at building relations with customers. As a prelude to the implementation, Flensted Catering A/S conducted focus groups and issued questionnaires to determine customer perceptions of how the company could meliorate its performance. Subsequently, the Danish firm established project teams, instituted customer-focused staff training and sought to improve communications with customers. Following the implementation, the monitoring revealed that Flensted Catering A/S was rated as a better supplier by 43 per cent of its customers and that customer retention had risen to 94 per cent
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/02634509910285646
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  • 4
    Electronic Resource
    Electronic Resource
    AdultShop.com: establishing legitimacy with the "virgin" consumer (2003)
    Bingley : Emerald
    Marketing intelligence & planning 21 (2003), S. 379-391 
    Details
    ISSN: 0263-4503
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Despite the recent failures of many e-businesses, the consensus remains that firms will need to develop e-commerce strategies if they are to compete in the future. However, there is little by way of empirical research on how firms can successfully do so. We examine a case of a large global Internet start-up in a heretofore neglected sector, that of adult entertainment. Our findings indicate the difficulties faced by Internet start-ups, as they seek to build mass-market penetration while controlling marketing and acquisition costs. The case also demonstrates the role that historical positioning and previous industry associations play in the development of an online brand.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/02634500310499248
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  • 5
    Electronic Resource
    Electronic Resource
    Marketing of agricultural products: case findings (2002)
    Bradford : Emerald
    British food journal 104 (2002), S. 806-827 
    Details
    ISSN: 0007-070X
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Agriculture, Forestry, Horticulture, Fishery, Domestic Science, Nutrition
    Notes: This article focuses on the relationship marketing approach to marketing of agricultural products. The article provides specific insights into, and comparisons between, suppliers of two particular agricultural products sectors: in Britain, the fresh produce (fruits and vegetables) sector and, in New Zealand, the wine sector. The article examines the nature of marketing relationships from the perspective of the suppliers in these sectors and their relationships, networks, and interactions with importers and retail buyers in the food and beverage industry. The research methodology is qualitative and inductive in nature and utilises multiple cases. Interpretation is first through content analysis of each individual case in order to identify important themes, clusters, and patterns in the research data and secondly through across-case analysis. Investigated marketing issues include the following: nature of relationship marketing, implementation of relationship marketing, and monitoring and measurement of relationship marketing.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/00070700210448908
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  • 6
    Electronic Resource
    Electronic Resource
    Trust as a valuable strategic variable in the food industry: Different types of trust and their implementation (2003)
    Bradford : Emerald
    British food journal 105 (2003), S. 310-327 
    Details
    ISSN: 0007-070X
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Agriculture, Forestry, Horticulture, Fishery, Domestic Science, Nutrition
    Notes: Although it is often suggested that trust is an important construct in relationship marketing, there is only little empirical evidence of how, if at all, trust may be used as a valuable strategic variable. In the 1990s, the international food industry faced a number of serious challenges, most notoriously the mad cow disease. The present multiple case study, which is qualitative in nature, explores how the Danish-British bacon supply chain has dealt with the challenges by means of implementing different types of trust. The study confirms that there are different types of trust that marketers can embrace and shows that when one type of trust is not available marketers can draw on other types. The case study also maps different patterns of implementing trust-based marketing approaches.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/00070700310481694
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  • 7
    Electronic Resource
    Electronic Resource
    The impact of food safety and animal welfare policies on supply chain management: The case of the Tesco meat supply chain (2003)
    Bradford : Emerald
    British food journal 105 (2003), S. 328-349 
    Details
    ISSN: 0007-070X
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Agriculture, Forestry, Horticulture, Fishery, Domestic Science, Nutrition
    Notes: The European food sector has been hit by a number of serious consumer scares over the past decades. Often, the concerned companies have failed to give appropriate and immediate information to consumers. This article discusses the measures that one food company - Tesco - has taken. Its approach deals with setting up effective guidelines for managing its relationships with meat suppliers. These guidelines make it possible for Tesco to inform consumers appropriately and immediately about serious food scares and to address consumers' concerns over animal welfare and environmental issues. The article also describes how the meat supplier-Tesco relationships are being evaluated using the so-called key performance indicator process. Specific initiatives include different animal, feeds and medicines policies, as well as meat assurance schemes; these policies and schemes have been implemented by both Tesco and the meat suppliers. The benefits of Tesco's approach to its suppliers and consumers are considered and include the ability to deliver higher value products. The article suggests a number of avenues for future research.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/00070700310481702
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  • 8
    Electronic Resource
    Electronic Resource
    Contemporary marketing practice: theoretical propositions and practical implications (2004)
    Bingley : Emerald
    Marketing intelligence & planning 22 (2004), S. 673-692 
    Details
    ISSN: 0263-4503
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Marketing has changed significantly since it first emerged as a distinct business and management phenomenon. We identify some of the major factors causing the observed change in marketing practice. We then describe a classification scheme that is based on transaction marketing and relationship marketing, each of which is characterised using five marketing exchange dimensions and four managerial dimensions. The two general marketing perspectives encompass five distinct types of marketing: transaction marketing, database marketing, e-marketing, interaction marketing, and network marketing. We consider real-life (mainly European) companies that have implemented these different marketing approaches. Finally, we deal with the pedagogical contributions including an examination of how it is possible for business schools to teach the subject of marketing from a relationship marketing perspective in such a way that the relevance and quality of teaching and research in relationship marketing is useful to students, faculty, and the business community.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/02634500410559051
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  • 9
    Electronic Resource
    Electronic Resource
    Relationship marketing: schools of thought and future research directions (2005)
    Bingley : Emerald
    Marketing intelligence & planning 23 (2005), S. 313-330 
    Details
    ISSN: 0263-4503
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Purpose - The purpose of this article is to challenge the applicability of the traditional micro-economic framework for analysing marketing situations and actions in the contemporary marketing environment. To assess the validity and value of relationship marketing as an alternative paradigm. To identify fruitful directions for further research. Design/methodology/approach - The literature of relationships and relationship marketing was systematically reviewed and thoroughly analysed, and a conceptual framework built from the findings. Findings - Three key schools of thought are identified, examined and discussed, and their main components explained and examined. Various perspectives on exchange relationships are discussed. Two specific tools for implementation of relationship marketing are evaluated. With a clear conceptual frame of reference thus established, the second part proposes a number of fruitful directions for further research. These include a bibliometric study to assess whether or not a consistent theory of relationship marketing exists, and a rigorous identification of contextual factors determining different marketing styles. Research limitations/implications - The second part of the paper explicitly discusses research directions to take the new paradigm forward, in theory and in practice. Practical implications - The combination of a more rigorous conceptual framework and a clear research agenda holds the promise of significant progress in the practical implementation of a young sub-discipline. Originality/value - The paper presents a distinctively wide-ranging and thorough overview of the subject of value to both academic researchers and marketing practitioners.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/02634500510597337
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  • 10
    Electronic Resource
    Electronic Resource
    The design, implementation and monitoring of a CRM programme: a case study (2004)
    Bingley : Emerald
    Marketing intelligence & planning 22 (2004), S. 160-186 
    Details
    ISSN: 0263-4503
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Few published empirical studies have examined the design, implementation, and monitoring of customer relationship management (CRM) programmes at a practical level. The article develops a single embedded case study on Dagbladet Børsen (http://www.borsen.dk), the largest publisher of business-related materials in Scandinavia. The article first introduces the reader to the philosophy behind CRM. Following that, it considers key areas of a four-year long CRM programme and offer insights into the procedure that has been developed by SJP (http://www.sjp.dk), the consulting firm that was brought in to assist. The procedure is organized around eight areas: commitment of senior management, situation report, analysis, strategy formulation, implementation, management development, employee involvement, and evaluation of loyalty-building processes. Over the four-year long CRM programme, Dagbladet Børsen increased its newspaper circulation by 40 per cent and advertising revenue by 50 per cent, while total revenue more than doubled.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/02634500410525841
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