Abstract
This chapter describes the methods used by Loewe to create interactive marketing relationships. The author demonstrates how important it is for a manufacturing company to develop positive long-term relationships with both consumers and retail organizations. A four-step model for implementing a relationship marketing approach is described, and the need for a strategic interpretation of relationship marketing is emphasized.
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© 2000 Springer-Verlag Berlin Heidelberg
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Hupp, O. (2000). Relationship Marketing at Loewe Opta . In: Hennig-Thurau, T., Hansen, U. (eds) Relationship Marketing. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-09745-8_4
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DOI: https://doi.org/10.1007/978-3-662-09745-8_4
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-08622-9
Online ISBN: 978-3-662-09745-8
eBook Packages: Springer Book Archive