Relationship Marketing - The case of MINI Relationship Marketing - The case of MINI

Relationship Marketing - The case of MINI

The case of MINI

    • $19.99
    • $19.99

Publisher Description

This academic paper critically analyses the relationship marketing orientation of MINI, a cult car of the car manufacturer BMW. A brief historical review serves to demonstrate MINI's specific position in the BMW brand portfolio. Further, the need to build a close relationship especially with retailers and end-consumers is demonstrated. In this context the expanded marketing mix framework is applied to state the relationship marketing activities MINI currently adopts. Further suggestions for improvement are provided accordingly. Finally shortcomings of relationship marketing knowledge as well as appropriate recommendations are provided.

GENRE
Business & Personal Finance
RELEASED
2007
January 16
LANGUAGE
EN
English
LENGTH
20
Pages
PUBLISHER
GRIN Verlag
SELLER
ciando GmbH
SIZE
299.7
KB

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