Relationship marketing is the development and outbreak of the combined theory of the traditional marketing,and it is a new idea.It puts more emphasis on the long-term and satisfying relation between enterprises and customers.and its success relies on some conditions.Its application in China has its own characteristics.

On relationship marketing

https://isiarticles.com/bundles/Article/pre/pdf/43350.pdf

Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM

Prompted – in part – by the highly publicized failure of customer relationship management (CRM) initiatives, academic research on CRM has begun to flourish. While numerous studies have yielded important insights, the extant CRM literature appears to be inconsistent and is highly fragmented due, primarily, to the lack of a common conceptualization. Thus, in order to help advance a cohesive body of knowledge on this topic of growing interest and importance, this paper attempts to provide a clear and accurate delineation of CRM’s domain. Following the review and analysis of process, strategy, philosophy, capability and technology-based CRM perspectives, the authors propose that the phenomenon is best conceptualized as an ongoing process that involves the development and leveraging of market intelligence for the purpose of building and maintaining a profit-maximizing portfolio of customer relationships. Based on the proposed conceptualization, a detailed description of the CRM process is provided along with a comprehensive framework intended to aid marketers in their quest to achieve CRM success.

An Evaluation of Divergent Perspectives on Customer Relationship Management: Towards a Common Understanding of an Emerging Phenomenon

Reengineering the Corporation

http://www.zablah.com/uploads/7/1/8/2/71823777/imm_2004_1_.pdf

An evaluation of divergent perspectives on customer relationship management: Towards a common understanding of an emerging phenomenon

Customer relationship management (CRM) is a combination of people, processes and technology that seeks to understand a company's customers. It is an integrated approach to managing relationships by focusing on customer retention and relationship development. CRM has evolved from advances in information technology and organizational changes in customer‐centric processes. Companies that successfully implement CRM will reap the rewards in customer loyalty and long run profitability. However, successful implementation is elusive to many companies, mostly because they do not understand that CRM requires company‐wide, cross‐functional, customer‐focused business process re‐engineering. Although a large portion of CRM is technology, viewing CRM as a technology‐only solution is likely to fail. Managing a successful CRM implementation requires an integrated and balanced approach to technology, process, and people.

Understanding customer relationship management (CRM): People, process and technology

CASE DESCRIPTION The primary goal of this case is to demonstrate an applied example of social marketing, covering topics of brand positioning, global targeting and positioning, global sponsorships, and social media. It is therefore targeted towards a Buyer Behavior or Global Marketing course at the undergraduate or graduate level, or a Principles of Marketing course at the graduate level. This case has a difficulty level 3-5. Students should be able to identify U2's product mix and brand image. Given the current shifts in the economy, students will be able to discuss strategic initiatives for U2, both on touring and social media avenues as they are planning the upcoming 30 year anniversary of their first album. Students appreciate the opportunity to study a popular rock band that works hard at promoting social causes. At the same time, there is room for effective class discussion and argument given the extraordinary operating costs and environmental impact of their current tour. CASE SYNOPSIS This case was written to demonstrate the power of social marketing in adding to the success of the band U2. The case first reviews the history of the Irish band up to their 2010-2011 360[degrees] tour and their rise to fame and concludes with questions on future decisions to be made. Keys to their success have been their focus on the U.S. market, their touring choices and their close relation to fans. From their early beginning, the band also chose to support various social causes, from fighting AIDS devastation, malaria and famines in poor developing Africa to the defense of human rights in Burma, to the protection of the environment. The case explains how U2 communicated about the causes they support via their web site and how they were integrated in their product delivery. Finally, choices of sponsors, whether global or local, are discussed. The conversation between Paul McGuinness, U2's manager, and the band demonstrates that all band members are involved in the planning process, marketing strategies, and are aware of the environmental impact and high cost of tour operations. The case ends with a conversation between the band and their manager as they are discussing future strategies. INTRODUCTION "I can't believe the news today Oh, I can't close my eyes and make it go away How long, how long must we sing this song? How long, how long Cause tonight We can be as one tonight Broken bottles under children's feet Bodies strewn across the dead end street But I won't heed the battle call It puts my back up Puts my back up against the wall Sunday, bloody Sunday ..." Paul McGuinness caught himself tapping his feet to the tune as he looked out to a crowd of more than 60,000 people dancing and singing in the rain. U2 was playing their third to last song on the set list before their encore at Luzhniki Stadium in Moscow, Russia the evening of August 25, 2010. He smiled in appreciation as he watched Bono and The Edge bring the crowd to a thunderous roar with their energy. "The Claw" stage with its video screen was an impressive site as well as a technological feat and the fans were having a great time. Paul was proud of their work on the 360[degrees] Tour. There were still a number of concerts left on the European program before they moved on to Australia and then back to North America for the final leg in 2011. Paul remembered the release of "Sunday, Bloody Sunday" from the 1983 War album. At the time, he only had hopes that these lyrics would be an indicator of the future greatness of the band, not only for its musical talent but also for its stance against the ills of society. Over the last 30 years, U2 has created an international community of fans through effective targeting strategies in their tours and a sophisticated social marketing approach. Songs such as "With or without you", "New Year's Day," "War," "I still haven't found what I'm looking for," "Pride (In the Name of Love)" and "Beautiful Day" have withstood several decades of change in the music industry and an ever evolving global marketplace. …

Social Marketing and Rock'n'roll: The Power of the U2 Brand

This paper describes the process taken to develop a quantitative-based and ExcelTM-driven course that combines BOTH Management Information Systems (MIS) and Decision Science (DS) modeling outcomes and lays the foundation for upper level quantitative courses such as operations management, finance and strategic management. In addition, course outcomes needed to “level the playing” field for our seemingly growing bi-modal distribution of numeracy skills among business students.

/pdf/a-combined-mis-ds-course-uses-lecture-capture-technology-to-3yypsg288g.pdf

A combined MIS/DS Course uses Lecture Capture Technology to “Level the Playing Field” in Student Numeracy

Protect the wild, tomorrow's child Protect the land from the greed of man Take out the dams, stand up to oil Protect the plants and renew the soil Who's gonna stand up and save the Earth? Who's gonna say that she's had enough? Who's gonna take on the big machine? Who's gonna stand up and save the Earth? This all starts with you and me Lyrics from Neil Young's "Who's Gonna Stand Up?" Introduction Kyle Roberson joked that if you cut him he'd bleed Starbucks. In fact, Roberson's loyalty to the Seattle-based company earned him Gold Level membership in Starbucks' Customer Rewards Program. "I would describe myself as a loyal customer and a regular visitor to Starbucks both locally and when traveling," he said. "They brew a consistently good cup of coffee no matter where you go and that can't always be said for other coffee shops which can be hit or miss with their roasts." To keep up with news about Starbucks, Roberson followed the company on social media. "I follow both Starbucks US and Canada on social media via Facebook, Twitter, Swarm, and Instagram," he said. That's how he learned about singer-songwriter Neil Young's call for a boycott of Starbucks in November 2014. He later read more about Young's boycott online and in newspapers. Those news articles led Roberson to understand that Neil Young opposed genetically engineered foods. In calling for the boycott, Young, a longtime environmentalist, accused Starbucks of suing Vermont over landmark legislation the state enacted mandating the labeling of food products made with Genetically Modified Organisms (GMOs). Roberson, a former Vermonter who lived in Seattle, supported Vermont's GMO labeling law and was concerned about Young's claims. Could he continue to patronize Starbucks if what Neil Young said was true? Roberson, a librarian, decided to learn more about the issue and began researching Vermont's GMO labeling law, GMO producer Monsanto, and Starbucks' relationship with the Grocery Manufacturers Association (GMA), a trade group for food and beverage companies. Vermont's GMO Labeling Law The U.S. Food and Drug Administration (FDA) described genetic engineering as "the name for certain methods that scientists use to introduce new traits or characteristics to an organism. For example, plants may be genetically engineered to produce characteristics to enhance the growth or nutritional profile of food crops" ("U.S. Food," 2014). Genetically engineered foods were sometimes referred to as GMOs, or genetically modified organisms. Genetically modified and genetically engineered foods first came to light in 1999 when the U.S. Food and Drug Administration (FDA) submitted a statement to the U.S. House of Representatives subcommittee on Basic Research on the importance of regulating genetically engineered foods ("U.S. Food," 1999). Though the FDA did not support nor oppose genetically modified foods as of 2015, the federal agency did play a role in overseeing and regulating them ("U.S. Food," 2013). The topic of genetically engineered foods was not present in politics again until January 2013, when bill H.112 was proposed in the Vermont Legislature, requiring products made with genetically modified foods to include a label (Ford & Ferrigno, 2014). According to the bill, the intent of the legislation was to "provide that food is misbranded if it is entirely or partially produced with genetic engineering and it is not labeled as genetically engineered." This bill was signed into law by Vermont Governor Peter Shumlin in May 2013 and required foods made with GMOs to be labeled by July 2016 (Ford & Ferrigno, 2014). Monsanto, a U.S.-based agriculture company, was the leading producer of genetically modified seeds at the center of the GMO controversy. The company had more than 21,000 employees in 66 countries and was committed to "helping to bring a broad range of solutions to help nourish our growing world" (Monsanto, 2015). …

Karen Popovich

Papers

Understanding customer relationship management (CRM): People, process and technology

Social Marketing and Rock'n'roll: The Power of the U2 Brand

A combined MIS/DS Course uses Lecture Capture Technology to “Level the Playing Field” in Student Numeracy

Singer Neil Young boycotts Starbucks over Vermont’s GMO Labeling Law