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

Purpose – Increasingly, customer relationship management (CRM) is being viewed as a strategic, process‐oriented, cross‐functional, value‐creating for buyer and seller, and a means of achieving superior financial performance However, there is a need for a more holistic view of cross‐functional as it relates to CRM The purpose of this paper is to describe a macro level cross‐functional view of CRM and provide a structure for managing business‐to‐business relationships to co‐create value and increase shareholder valueDesign/methodology/approach – In order to identify the sub‐processes of CRM at the strategic and operational levels as well as the activities that comprise each sub‐process, focus group sessions were conducted with executives from a range of industries The focus groups were supplemented with visits to companies identified in the focus groups as having the most advanced CRM practicesFindings – The research resulted in a framework that managers can use to implement a cross‐functional, cross‐f

Customer relationship management as a business process

Although highly relevant for marketing practice, few studies provide conceptual and empirical insights into customer portfolio management. Furthermore, most approaches to analyzing customer portfolios are static. This article discusses three neglected key issues relevant for a dynamic customer portfolio analysis: (1) Does a static versus a dynamic valuation lead to a different prioritization of customer segments in a portfolio? (2) How does offensive or defensive management of segment dynamics affect portfolio value? and (3) Do reliable predictors for dynamics of a customer's position in the portfolio exist? As a tool for customer portfolio analysis, the authors develop a segment-based customer-lifetime-value model. They capture customer dynamics by analyzing how customers switch between segments of different values across time. The authors apply their tool with longitudinal data from four firms with up to 300,000 customers. The results from the empirical analysis and a simulation study provide a...

https://www.jstor.org/stable/info/20619047

Managing Dynamics in a Customer Portfolio

A new approach to purchasing portfolio modelling, stemming from Kraljic's matrix, for developing purchasing strategies that are aligned with competitive priorities, is developed to address the weaknesses of existing approaches that are preventing widespread application, especially in SMEs. The importance of strategic purchasing to achieving competitive priorities and the need to align it with business strategy is argued through a literature review, which is also used to establish that purchasing portfolio modelling is an effective tool in achieving this alignment. The new approach is applied to two South Korean elevator manufacturers.

/pdf/a-portfolio-model-for-component-purchasing-strategy-and-the-20vp5gab5g.pdf

A portfolio model for component purchasing strategy and the case study of two South Korean elevator manufacturers

Measuring customer attractiveness

Purpose – The customer portfolio and relationship management have been of contemporary interest to the academics and practitioners. This paper aims to systematically analyze the review and critique of this important area and broadly to discuss the customer portfolio theories and their implications in reference to marketing and purchasing perspectives.Design/methodology/approach – The major conceptual contributions in the area of customer portfolio and relationship management have been categorically analyzed in the paper. The paper provides an insight of how marketers interpret and describe companies' actions and the discussion provides a framework for relationship management, the central tenet of which is to enable managers to invest their resources in the most efficient and effective way.Findings – The review of literature shows that the customer portfolio analysis can provide strategic input to the firm towards developing a successful planning process. The conceptual discussion in the paper on relations...

http://www.prof-rajagopal.com/yahoo_site_admin/assets/docs/JBIM_20_6_2005.29781357.pdf

Romulo Sanchez

Papers

Analysis of customer portfolio and relationship management models: bridging managerial dimensions