Relationship Marketing in South African Family Businesses kitap kapağı
Kitap başlığı:

Relationship Marketing in South African Family Businesses

Relationship Marketing in Family Businesses

LAP LAMBERT Academic Publishing (2014-12-23 )

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ISBN-13:

978-3-659-66110-5

ISBN-10:
3659661104
EAN:
9783659661105
Kitabın dili:
İngilizce
Özet:
Despite the economic importance of family businesses, across the global, such businesses still find marketing to be a challenge. Relationships are at the heart of family businesses. This is because the fundamental DNA of a family business is based on a symbiotic relationship between the family and the business. Families, by virtue of their DNA, cultivate deep relationships with people, which include customers, suppliers and even competitors. Hence, in a family business context, these values are transferred into the business by the associated family. This study investigates some of the characteristics of relationship marketing that exist in SA family businesses. The results from the family businesses surveyed, indicates that they cultivate deep relationship with customers. This characteristic enables these businesses to be highly proficient at both satisfying and retaining customers. However, despite a culture of customer centricity, further findings indicate that such businesses are less proficient regarding their orientation with competitors, as they are often slow to respond to competition, in the market place.
Yayınevi:
LAP LAMBERT Academic Publishing
Websitesi:
https://www.lap-publishing.com/
Yazar:
Rolland Eboru
Sayfa sayısı:
100
Yayın tarihi:
2014-12-23
Hisse:
Mevcut
Kategori:
İş yönetimi
Fiyat:
29.90 €
Anahtar kelimeler:
family business, Market Orientation, Relationship Marketing, Development Cycle

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