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WHAT IS RELATIONSHIP MARKETING Relationship marketing is a business philosophy which aims to develop strong relationships with a range of stakeholders such as suppliers media intermediaries and public organisations as well as with customers The concept emerged at the early 1980s LOEWE COMPANY PROFILE Loewe AG is a German corporation with the headquarters in Kronach It is a audiovideo technologies company which as well has partnerships and subsidiaries in other European countries such as Belgium France Italy Austria and Holland CURRENT SITUATION - Online order form for product - Very detailed information on products - Customer Care division accessible on Internet as well as offline - Current section for news CHANGES CUSTOMER RELATIONS - Loewe special customer card - Newsletter - Personalized web page - Customer questionnaire - Greeting cards - Special offers based on collected data - Special treats and offers to profitable customers SALES AND AFTER SALES - Excellent sales service - Feedback Calls - Promises for future offers - Keywords Listen and Solve - Long term warranty - Provide options for delivery installation etc - Retailer choice according to customer needs PUBLIC RELATIONS - Increase brand awareness - Sponsorships of high quality technology programs - Stimulate word of mouth about the products - Presence in fairs across countries operated RESEARCH AND DEVELOPMENT - Adjust to new needs and desires - Increased focus on innovation - Focus group research for product improvement RETAILER RELATIONS - One to one meetings at the headquarters - Gifts and cards on special events - Training offers according to corporate culture - Newsletters about corporate information - Organized feedback meetings - Show special interest about problems - Increased quality of service - Special treatment - Effective rewarding system - Presence in technological B2B fairs ex CeBiT International - Team-building orientation brainstorming activities for employees as well CONCLUSION The most important thing is that LOEWE makes sure that it
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