Relationship marketing? Key issues for the utilities sectors

Article Abstract:

The liberalisation of the utilities sector is calling for greater emphasis on relationship, rather than transaction marketing. Utilities need to nurture long-term relationships with their clients, in order to ensure client-retention in the face of ever-increasing competition. While price advantages may attract customers in the short-term, it is suggested that improving the range of services offered and healthy client relationships will be more effective in the long-term.

Marketing, Electric, Gas & Water Utilities, Utilities, ELECTRIC, GAS, AND SANITARY SERVICES, Models, Management, Public utilities, Marketing models, Customer relations

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Developing a segmented service strategy: improving measurement in relationship marketing

Article Abstract:

There is a perceived need for better integrating relationship marketing and marketing measurement. A new study identifies the need for the development of a segmented service strategy and analyses the main findings from a paper addressing the extent to which senior marketing managers measure the main aspects of their relationship marketing strategies.

Research

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Customer relationship management: from strategy to implementation

Article Abstract:

An analysis on customer relationship management (CRM), by considering alternative approaches to strategy formulation and implementation, using an interaction research approach, is discussed.

United States, Market Targeting & Approach, Market strategy, Customer relationship management

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• Abstracts: Consumer attitudes toward marketing strategies over the adult life span. Reflection on contemporary issues in relationship marketing: evidence from a longitudinal case study in the building materials industry

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