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The present essay focuses on analyzing and comparing transactional and relationship marketing. It presents the IMP Group interaction approach which is considered as one of the most prevalent approaches of relationship marketing. The IMP Group approach is analyzed and more specifically its implementation in the purchasing process is studied. IBM is the company that is taken as an implementation example of the IMP Group approach. In IBM¿s case study relationship marketing and IMP Group approach are successfully implemented and are in full accordance with the relevant theory.
The present essay focuses on analyzing and comparing transactional and relationship marketing. It presents the IMP Group interaction approach which is considered as one of the most prevalent approaches of relationship marketing. The IMP Group approach is analyzed and more specifically its implementation in the purchasing process is studied. IBM is the company that is taken as an implementation example of the IMP Group approach. In IBM¿s case study relationship marketing and IMP Group approach are successfully implemented and are in full accordance with the relevant theory.
I have worked as a Manager at Microsoft and other IT and Telcom companies. I am a registered consultant on entrepreneurship and innovation of European Union for small and medium enterprises and certified by Chartered Institute of Marketing. An active blogger, I write about economics at mastroyanni.[...]. My articles have been published at numerous magazines, newspapers and blogs. About me and my books you may read at my blog: [...]
| Erscheinungsjahr: | 2017 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Seiten: | 20 |
| Inhalt: | 20 S. |
| ISBN-13: | 9783668443587 |
| ISBN-10: | 3668443580 |
| Sprache: | Englisch |
| Ausstattung / Beilage: | Booklet |
| Einband: | Kartoniert / Broschiert |
| Autor: | Mastroianni, Fotini |
| Auflage: | 1. Auflage |
| Hersteller: | GRIN Verlag |
| Maße: | 210 x 148 x 2 mm |
| Von/Mit: | Fotini Mastroianni |
| Erscheinungsdatum: | 14.06.2017 |
| Gewicht: | 0,045 kg |
I have worked as a Manager at Microsoft and other IT and Telcom companies. I am a registered consultant on entrepreneurship and innovation of European Union for small and medium enterprises and certified by Chartered Institute of Marketing. An active blogger, I write about economics at mastroyanni.[...]. My articles have been published at numerous magazines, newspapers and blogs. About me and my books you may read at my blog: [...]
| Erscheinungsjahr: | 2017 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Seiten: | 20 |
| Inhalt: | 20 S. |
| ISBN-13: | 9783668443587 |
| ISBN-10: | 3668443580 |
| Sprache: | Englisch |
| Ausstattung / Beilage: | Booklet |
| Einband: | Kartoniert / Broschiert |
| Autor: | Mastroianni, Fotini |
| Auflage: | 1. Auflage |
| Hersteller: | GRIN Verlag |
| Maße: | 210 x 148 x 2 mm |
| Von/Mit: | Fotini Mastroianni |
| Erscheinungsdatum: | 14.06.2017 |
| Gewicht: | 0,045 kg |
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