Kuballa

Relationship Marketing - The ca Kuballa

Seminar paper from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 75 %, Northumbria University, 24 entries in the bibliography, language: English, comment: This paper analyses the RM orientation of MINI. A historical review demonstrates MINI's position in the BMW brand portfolio. Further, the need to build a close relationship with retailers and end-consumers is demonstrated. In this context the expanded marketing mix framework is applied to state the RM activities MINI adopts. Further suggestions for improvement are provided accordingly. Finally shortcomings of RM knowledge and appropriate recommendations are provided. , abstract: 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.