Relationship marketing Week 12 of 13 of the 2007 Internet Marketing Course. Content is based in part on Dann, S and Dann S 2004 Strategic Internet Marketing 2.0, Milton: Wiley. Diagrams taken from the Dann and Dann text are copyright to their respective copyright holders.

1. MKTG7037 / MKTG2032 E-marketing Week 12

2. Course Structure Chapter 15 International marketing 21 May 12 Chapter 14 Relationship marketing 28 May 13 Chapter 13 Services marketing online 14 May 11 Chapter 12 Distribution 7 May 10 Chapter 11 Pricing strategies 30 April 9 Chapter 10 Promotion 2: the internet as a promotional medium 23 April 8 Chapter 9 Promotion: the internet in the promotional mix 2 April 7 Chapter 8 The role of product in internet marketing 26 March 6 Chapter 7 The internet in marketing strategy 19 March* 5 Chapter 6 Applications for business and non-business 12 March 4 Chapter 5 Creating cybercommunities 5 March 3 Chapter 4 Consumer behaviour 26 February 2 Chapter 3 Unique features of internet-based marketing 19 February 1 Topic(s)/Task(s) Week beginning Week No

4. http://www.xkcd.com/c256.html

6. News offline The definition of marketing is (possibly) about to change

13. The bold claim In short, the practice and activity of marketing benefits society.

14. The three way comparison 2007 2004 1985 have value for society at large benefit the stakeholders 9 have value for marketers benefit the organization that satisfy organizational objectives 8 have value for customers have value for clients value to customers that satisfy individual objectives 7 for managing customer relationships in ways 6 and exchanging market offerings to create exchanges 5 market offerings that have value value of ideas, goods, and services 4 creating, communicating, delivering, and exchanging creating, communicating and delivering conception, pricing, promotion, and distribution 3 operates through a set of institutions and processes a set of processes process of planning and executing 2 activity conducted by organizations and individuals organizational function 1

15. Marketing definitions and internet marketing AMA (2007) downgrades the role of relationship marketing from core theory to part of the strategic tool kit

16. Relationship Marketing

27. Approaches to long-term retention of customers

28. Approaches to long-term retention of customers (contd)

29. Approaches to long-term retention of customers (contd) Source: Gilbert, D. C., Powell-Perry, J. & Widijoso, S. 1999, ‘Approaches by hotels to the use of the Internet as a relationship marketing tool’, Journal of Marketing Practice: Applied Marketing Science , vol. 5, no. 1, pp.21–38.

34. Trust and e-servicescape Source: Papadopoulou, P., Andreou, A., Kanellis, P. & Martakos, D. 2001, ‘Trust and relationship building in electronic commerce’, Internet Research: Electronic Networking Applications and Policy , vol. 11, no. 4, pp. 322–32.