Lee, Yang-im and Trim, P.R.J. 2006. Retail marketing strategy: the role of marketing intelligence, relationship marketing and trust. Marketing Intelligence & Planning. 24 (7), pp. 730-745. https://doi.org/10.1108/02634500610711888
| Title | Retail marketing strategy: the role of marketing intelligence, relationship marketing and trust |
|---|---|
| Type | Journal article |
| Authors | Lee, Yang-im and Trim, P.R.J. |
| Abstract | Purpose – To show why retail marketing strategists and planners need to develop long-term relationships capable of building business partnerships based on mutual trust. To show how the relationship marketing principle underpins the implementation of retailing strategy. Design/methodology/approach – A detailed review of the relevant literature, with commentary on the application of principles in practice. Findings – A successful retailing strategy will be embedded within a customer-driven general business strategy. Marketing managers should plan to develop and sustain long-term trust-based working relationships, which take into account organizational and national values. Successful partnership arrangements depend on mutuality and resilience, as well as trust. Marketing intelligence is a vital ingredient in the formulation and implementation of plans to achieve these goals. The “organizational resilience value system” framework proposed here can be used by marketing planners to link organization learning to relationship marketing, and thereby establish a customer relationship management policy that provides the organization with a sustainable competitive advantage. Research limitations/implications – Next, cross-industry and cross-cultural studies might be undertaken, to examine the similarities and differences in retailing strategy formulation and implementation across national boundaries. Practical implications – Practitioners and academics must collaborate closely, with the aim of developing new insights into procedures and practices for linking organizational learning policy firmly and formally with the development of customer-driven retail marketing strategies. Originality/value – A synoptic view of role of marketing intelligence and relationship marketing in the building of trust-based relationships and partnerships in international retailing, backed by more than 100 references to relevant published literature. |
| Journal | Marketing Intelligence & Planning |
| Journal citation | 24 (7), pp. 730-745 |
| ISSN | 0263-4503 |
| Year | 2006 |
| Publisher | Emerald Publishing Limited |
| Digital Object Identifier (DOI) | https://doi.org/10.1108/02634500610711888 |
| Publication dates | |
| Published | 2006 |
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Millennials and repurchasing behaviour: A collectivist emerging market
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How B2B marketers interact with customers and develop knowledge to produce a co-owned marketing strategy
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The role of B2B marketers in increasing cyber security awareness and influencing behavioural change
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How organizational learning reinforces interactive communication and sustainable B2B customer centred business relationships
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Issues that managers need to consider when undertaking research relating to the cyber environment
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An interdisciplinary approach and framework for dealing with security breaches and organizational recovery
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Issues and complexities associated with cyber security
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Strategic marketing decision-making in Japanese and South Korean companies
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A strategic approach to sustainable partnership development
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A simulation exercise for senior staff in educational institutions: intelligence and strategic response
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A multi-organizational resilience value system enhanced by an intelligence culture
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An explanation of how case study research and simulation can be used to teach the subject of negotiation
Trim, P.R.J. and Lee, Yang-im 2008. An explanation of how case study research and simulation can be used to teach the subject of negotiation. 38th SAGSET annual conference: teaching and learning through gaming and simulation. Nottingham University Business School, Nottingham University 17th to 18th July
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A strategic marketing intelligence framework reinforced by corporate intelligence
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An extended multi-cultural communication model for use in disaster and emergency simulation exercises
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Past, present and future issues relating to games and simulations: bringing academics and practitioners together
Trim, P.R.J. and Lee, Yang-im 2007. Past, present and future issues relating to games and simulations: bringing academics and practitioners together. SAGSET annual conference: putting fun into education and training through games. Luther King House, Manchester 15 to 18th July
International collaboration in disaster management and planning
Trim, P.R.J. and Lee, Yang-im 2007. International collaboration in disaster management and planning. The third CAMIS security management conference: strategizing resilience and reducing vulnerability. Birkbeck College, University of London 5th to 7th September
Facilitating inter-organizational and intra-organizational development: new challenges for a new era
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A multi-cultural communication model to be used in disaster and emergency management simulation exercises
Trim, P.R.J. and Lee, Yang-im 2006. A multi-cultural communication model to be used in disaster and emergency management simulation exercises. in: Borodzicz, E. and Chen, N. (ed.) The international simulation and gaming yearbook, volume 14: risk, uncertainty and security management Edinburgh SAGSET.
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Vertically integrated organisational marketing systems: a partnership approach for retailing organisations
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Simulation exercises and international educational partnership arrangements
Trim, P.R.J. and Lee, Yang-im 2006. Simulation exercises and international educational partnership arrangements. SAGSET annual conference: effective learning from simulations and games. Birkbeck College, University of London 12th to 14th July
Placing customer service strategy in the context of a vertical marketing system
Lee, Yang-im and Trim, P.R.J. 2006. Placing customer service strategy in the context of a vertical marketing system. Strategic Change. 15 (7-8), pp. 331-339. https://doi.org/10.1002/jsc.774
Building mutually oriented partnership arrangements in the retailing sector: the key to marketing success
Lee, Yang-im and Trim, P.R.J. 2006. Building mutually oriented partnership arrangements in the retailing sector: the key to marketing success. Academy of marketing conference: marketing excellence. Holiday Inn Express, Regent’s Park, London 4th to 6th July 2006
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