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Relationships are strategic. Customer relationship management is an approach that has to be implemented across the entire company to achieve the desired output. As with any initiative in a company it is crucial that senior management acts as a role model and supports the initiative. If this is not the case most oft he efforts are just wasted and not sustainable. However, considering relationship management as a strategic task there are various implications for the management. First of all there

Relationship marketing (RM) has recently become very popular. This article lies the foundations to understand what it is all about. Since the topic is complex and comprehensive I’m going to divide the content into several posts for a better and more focused understanding. Customer acquisition becomes more and more difficult. Relationship marketing could be a remedy. The financial crisis and its aftermath increased the difficulties to acquire new customers. Many companies invest significant

Hi all, After some thoughts about the future direction of this blog I have decided to slightly change the content of the articles. Most of the articles were about my successfully achieved MBA at Henley Business School. As I’m finished now I would like to share my knowledge from the MBA combined with my professional experience. The main focus therefore will be on Marketing with an emphasis on strategic marketing, relationship marketing (CRM) and marketing performance management. For all tho