This paper examines the importance of relationship marketing in the non-profit organisation, specifically focused on the alumni. Embracing the existing customers in an organisation is regarded to be more profitable in the long run. As non-profit organisations face a limited amount of resources, they …

1e alinea column: Fake verkoopt niet. Wat kun je doen als je als brand/organisatie echt een langdurige verbintenis aan wilt gaan met je klanten? Vraag je dan vooral af waarom je die verbintenis wilt en ‘what is in it for me and them’. Als het om customer engagement gaat dan is de motivatie en de intentie …

Dit onderzoek wil antwoord geven op de vraag hoe de combinatie mobiel internet en social media succesvol is in te zetten als een marketingtool. Er wordt toegespitst op het gebruik van pull-strategieën en het verkrijgen van permissie binnen deze combinatie. Het onderzoek richt zich op de retailsector …

Der Vertrieb ist einer der wichtigsten Werttreiber in Unternehmen, leider wird aber das Vertriebspotenzial noch nicht von allen Unternehmen ausgeschöpft. Das Buch gibt einen Überblick über die wichtigsten Funktionen des Vertriebs und zeigt die besondere Rolle des Customer Relationship Managements innerhalb …

The advent of the internet as a publicly available service in the 1990s set new standards for communication. With e-mailing and chatting in the picture, the way people talk to each other was revolutionized; within years, it became normal to have a least one personal computer per household in the westernized …

The developement of a "general theory" of relationship marketing must be considered as distant vision rather than as imminent reality.We now use the existing stock of knowledge to identify some largely unexplored,yet relevant, aspects of relationship marketing and call for these issues to be addressed …

During the existence of Hemels Publishers (since 1994), new clients have always come to Hemels Publishers on their own initiative. However, at this point the management feels the acquisition of clients needs to be structured and streamlined within the company and therefore developed a new marketing plan …

Managing the channel network brings challenges each distributing manufacturer will have to face business life. As the ultimate goal of both manufacturer and intermediaries is to maximize their profitability in the market, it takes mutual understanding and serious devotion, close teamwork and effective …