Marketing relazionale 1
(a.a. 2006/2007)
Docente
- prof. Andrea Moretti
andrea.moretti@uniud.it
Crediti
5 CFU
Topic
The evolution of a relationship marketing perspective.
Goals
To help students to identify the features of a management concept: relationship marketing.
To increase skills connected with the definition of a new concept in the management field.
To create the theoretical basis for an understanding of Customer Relationship Marketing.
References
- P. LORANGE, "Memo to Marketing", MIT Sloan Management Review, winter, 2005, pgs: 16-20
- A. PARVATYIAR, J.N. SHETH, "The Domain and Conceptual Foundations of Relationship Marketing", in Parvatyiar A., Sheth J.N. (eds.) Handbook of Relationship Marketing, Sage Publications, 2000, pgs: 3-38
- A. PAYNE, "Relationship Marketing: The U.K Prospective, in Parvatyiar A., Sheth J.N. (eds.) Handbook of Relationship Marketing, Sage Publications, 2000, pgs: 39-68
- H. HAKANSSON, I. SNEHOTA, "The IMP perspective: Assets and Liabilities of Business Relationship", in Parvatyiar A., Sheth J.N. (eds.) Handbook of Relationship Marketing, Sage Publications, 2000, pgs: 69-94
- C. GRONROOS, "Relationship Marketing: The Nordic School Perspective", in Parvatyiar A., Sheth J.N. (eds.) Handbook of Relationship Marketing, Sage Publications, 2000, pgs: 95-118
- J.N. SHETH, A. PARVATYIAR, "The Evolution of Relationship Marketing", in Parvatyiar A., Sheth J.N. (eds.) Handbook of Relationship Marketing, Sage Publications, 2000, pgs: 119-146
- J.P. CANNON, J.N. SHETH, "Developing a Curriculum to Enhance Teaching of Relaionship Marketing, in Parvatyiar A., Sheth J.N. (eds.) Handbook of Relationship Marketing, Sage Publications, 2000, pgs: 589-608
- J.N. SHETH, "Relationship Marketing. Paradigm Shift of Shaft?", in in Parvatyiar A., Sheth J.N. (eds.) Handbook of Relationship Marketing, Sage Publications, 2000, pgs: 609-620
- H. PECK, A. PAYNE, M. CHRISTOPHER, M. CLARK, Relationship Marketing. Strategy and Implementation, Butterworth-Heinemann, Oxford, 1999,
-
Ch. 1 "Relationship Marketing: The six market framework" pgs: 1-31
-
Case 2.1 "Nestlé Buitoni: The house that mamma built" pgs:64-74
-
Case 2.2 "Carlton Electronics" pgs:75-78
-
Case 2.3 "Does Tesco hold all cards?" pgs:79-96
-
Case 2.4 "Rover Cars: The Catalyst and Conquest '91 direct marketing programmes" pgs:97-110
-
Case 2.5 "Direct Line Insurance Plc" pgs:111-126
-
Case 2.6 "Relationship Marketing: The RSPB - a bird in the hand" pgs: 127-159
-
Case 3.1 "Supplier relationship i Trico" pgs:182-195
-
Case 3.2 "Cafedirect™: The Building of a unique coffee brand" pgs:196-207
-
Case 3.3 "Transvaal Nikek Mines" pgs:208-218
-
Case 4.1 "Ratners: A case of corporate reputation" pgs:253-257
-
Case 4.2 Fisons: The Fall from grace" pgs:268-287
-
Case 4.3 "The Body Shop International: The most honest cosmetic company in the world" pgs: 288-299
-
Case 5.1 "Club Med" pgs:335-350
-
Case 5.2 "Euro Disney: The first 100 days" pgs:351-374
-
Case 6.1 "Relationship Marketing: Lesson form Laura Ashley" pgs:432-453
-
Case 6.2 "Creating Success through relationship marketing at British Airways" pgs:454-500
- J. WERBACH, "Syndacation. The Emerging Model for Business in the Internet Era", Harvard Business Review, May-June, 2000, pgs:85-114
- G. LOVEMAN, "Diamonds in the Data Mine", Harvard Business Review, May, 2003, pgs: 109-113
- F. BONA, M. COSTABILE, "Il marketing della base-clienti: la gestione delle relazioni di mercato in Omnitel", Economia & Management, 2001, pgs:95-110
- D.K. RIGBY, LEDINGHAM, CRM Done Right, Harvard Business Review, November, 2004, pgs:118-129
- J.D. HIBBARD, F.F. BRUNEL, R.P. DANT, D. IACOBUCCI, "Does Relationship marketing Age Well?", Business Strategy Review, 2001, Vol. 12, Issue 4, pgs:29-35
- A. PALMER, S. PONSONBY, "The Social Construction of New Marketing Paradigms: The Influence of Personal Perspective", Journal of Marketing Management, 2002, Vol. 18, pgs:173-192
- A. PAYNE, S. Holt, "Diagnosing Customer Value: Integrating the Value Process and Relationship Marketing", British Journal of Management, 2001, Vol. 12, pgs: 159-182
- Further references may be given during the course sessions.
Aggiornato il 18/12/2007