Article Abstract:
Transactional analysis, which states that there is an 'ego' within a person that assists with coordinating perceptions and integrating behaviour, can be regarded as a suitable tool for investigating the impact of organizational culture on corporate marketing behaviour, especially in relation to relationship marketing. This approach indicates that companies should base marketing communications on the assumption that customers are rational decision makers. Ideally, a company should assess internal perceptions of and employee attitudes towards customers.
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Article Abstract:
Computer software can be used to enhance the process of marketing planning and implementation. Decision support systems can help the marketing team to apply user-defined calculations for group-wide functions including executive information and multiple-level data analysis. The article discusses the benefits of decision support systems for a number of example situations. Enough evidence is available to suggest that marketing businesses can safely adopt computerised methods, provided that a full investigation of the software precedes purchase.
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Article Abstract:
Successful relationship marketing occurs when the working environment of a business facilitates the development of close relationships with the customer. The organisation must exude confidence and consistently welcome its customers to encourage the relationship marketing process. Colleagues should be supportive of one another and work together as a united team. Businesses need to be totally committed to the practice of relationship marketing for marketing campaigns to succeed.
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