Question 2 Customer (and other) relationships What techniques do companies use to build and maintain relationships with customers? Give examples from a variety of sectors based on personal experience as consumer, your practice in work situations, your reading etc. What advantages does relationship-building bring, and why are the various techniques used? How can success of relationship-building activities be evaluated? How are different elements of the marketing mix deployed in relationship building activities? How are relationship-building techniques changing with the growth of digital media (internet etc.)? You can expand the discussion to consider key relationships that businesses have with other stakeholders, besides those with customers. Who has the power in these relationships, and why? Do these efforts at relationship-building present ethical challenges to any of the parties involved? 500 words. Required Reading: Dibb S., Simkin L., Pride W., Ferrell O. (2012) Marketing, Concepts and Strategies, Andover: Cengage. Chapters 3 (pp. 90-91) and 7 (pp. 230-2) . Additional Reading: For alternative viewpoints: the chapters which discuss this topic from any textbook on the reading list, or any other good marketing textbook, for example (main chapters only): Baines P., Fill C., Page K. (2011) Marketing, Oxford: Oxford University Press. Chapter 15. Kotler P., Armstrong G., Harris L., Piercy N. (2013) Principles of Marketing, Harlow: Pearson. Chapters 1 and 2. Other sources: Christopher, M., Payne, A. & Ballantyne, D. (2004) Relationship Marketing. Oxford: Elsevier Butterworth-Heinemann. Finne, Å. & Grönroos, Christian (2009) ‘Rethinking marketing communication: From integrated marketing communication to relationship communication’, Journal of Marketing Communications, 15, 2/3, 179-195. Hanson, R. (2011) ‘Life after NPS’, Marketing Research, 23, 2, 8-11. Hawkins, K. & Vel, P. (2013) ‘Attitudinal loyalty, behavioural loyalty and social media: An introspection’, Marketing Review, 13, 2, 125-141. Hemsley S. (2011) ‘Knowing what is your customer’s cup of tea’, Marketing Week, May 11 [Online], (Accessed 17 November 2013). Hoffman, K., Czinkota, M., Dickson, P., Dunne, P., Griffin, A., Hutt, M., Krishnan, B., Lusch, R., Ronkainen, I., Rosenbloom, B., Sheth, J., Shimp, T., Sigauw, J., Simpson, P., Speh, T. & Urbany, J. (2005) Marketing Principles and Best Practices. Mason, OH: Thomson, South-Western. Hollebeek, L. (2011) ’Demystifying customer brand engagement: Exploring the loyalty nexus’, Journal of Marketing Management, 27, 7/8, 785-807. Hughes G. & Fill C. (2007) Marketing Communications. Oxford: Elsevier Butterworth-Heinemann. Kalyanam, K. & Zweben, M. (2005) ‘The Perfect Message at the Perfect Moment’, Harvard Business Review, 83, 11, 112-120. Klie, L. (2014) ‘10 Social Customer Service Tips’, CRM Magazine, 18, 2, 18-22. Kumar, V., Petersen, J. & Leone, R. (2007) ‘How Valuable Is Word of Mouth?’, Harvard Business Review, 85, 10,139-146. Lovett, M., Peres, R. & Shachar, R. (2013) ‘On Brands and Word of Mouth’, Journal of Marketing Research, 50, 4, 427-444. McGuire, L. (2012) ‘Slippery Concepts in Context: Relationship Marketing and Public Services’, Public Management Review, 14, 4, 541-555. Millman, T. & Wilson, K. (1995) ‘From key account selling to key account management’, Journal of Marketing Practice, 1, 1, 9-21. Palmatier, R.W., Dant, R.P., Grewal, D. & Evans, K. (2006) ‘Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis’, Journal of Marketing, 70, 4,136-153. Rust, R. T., Moorman, C. & Bhalla, G. (2010) ‘Rethinking Marketing’, Harvard Business Review, 88, 1/2, 94-101. Vivek, S.D., Beatty, S. & Morgan, R. (2012) ‘Customer Engagement: Exploring Customer Relationships Beyond Purchase’, Journal of Marketing Theory & Practice, 20, 2, 122-146. Whitlark, D. & Rhoads, G., ‘Scoring Success’, Marketing Research, 23, 1, 8-13