Return on marketing investments in B2B customer relationships

Return on marketing investments in B2B customer relationships

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فرمت فایل اصلی: pdf
تعداد صفحات: 13
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قیمت: 23000 تومان

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Returnon marketing investments in B2B customer relationships

دسته بندی: pdf

نوع فایل:  pdf ( آماده پرینت)

تعداد صفحه : 13 صفحه

توضیحات فایل :

Abstract:       The basic notion of relationshipmarketing entails that firms should strive for mutually beneficial customerrelationships. By combining relationship marketing theory and operationsresearch methods this paper aims to develop and demonstrate a managerialdecision-making model that business market managers can use to optimize andevaluate marketing investments in both a customer-oriented and economicallyfeasible manner. The intended contributions of our work are as follows. Firstwe add to the return on marketing literature by providing a firstdecision-making approach that explicitly assesses the optimization of marketinginvestments in terms of profitability effort and resource allocation.Secondwe showhowthe risk ofmarketing investments can be assessed usingsensitivity analysis. By means of an empirical study the versatility of ourdecision-making approach is demonstrated by assessing various critical decisionmaking issues for business marketing managers in detail.

    Keywords: Return on marketing Relationship marketing OptimizationMarketing decision making Author(s): Sandra Streukens Stan van Hoesel Ko deRuyter Source:      Industrial MarketingManagement 40 (2011) 149–161 Subject       مدیریت بازاریابی     : Category      مقاله مجله   : Release Date: 2011

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