Client Relationship Marketing

The birth of the idea Build on your placement experience Examine growth areas of leisure Fill a gap in the marketing syllabus Analogy with the dissertation process –focus on a chosen area of current practice –look for theoretical approaches which can be used to analyse it

The chosen areas MICE Sponsorship Corporate Hospitality Events Meetings, Incentives, Conferences, Exhibitions

Relationship building tools MICE Sponsorship Corporate Hospitality Events Companies Agencies Business Customers Consumers Influencers Media Employees Other Stakeholders

Possible theoretical approaches Business to Business Marketing Inter-organisational Relationships –channels, networks, value chains Relationship Marketing –stakeholders Sales Management –key account management Marketing Communications –sponsorship, trade promotions, PR, selling

The structure of the unit Understand Client Relationships –using the theoretical approaches –objectives, problems, issues Analyse how the tools are used to develop relationships

Words and meanings Client - one who employs the services of... Agent- one who acts on behalf of [a company] (eg buying, selling, organising) for a fee or commission, without owning the goods or services. Customer - one who buys the product We will look at all three relationships in a B2B context

Not to be confused with... Customer Relationship Management = database marketing, as in ‘CRM software’ Cause-Related Marketing = charity-related promotions

Reading lists No single book Plenty of good books on each of the theoretical areas Two Assignments –organisational relationships –the relationship tools