Elements of Types of relationship marketing programs:
| Types of Relationship Marketing Programs | |||
| CUSTOMER TYPE | |||
| Program Type | Individual Customers | Distributors / Resellers | Institutional Buyers (Business to Business) |
| Continuity Marketing | Loyalty Programs | Continuous Replenishment and ECR programs | Special supply arrangements (e.g. JIT, MRP) |
| Individual Marketing | Data Warehousing and data mining | Customer Business Development | Key Account Management |
| Comarketing / Partnering | Cobranding | Cooperative Marketing | Joint Marketing and Codevelopment |
Principle:
Categorize Types of relationship marketing programs
Issues:
Online vs offline CRM
Product or service
Applications:
To determine the CRM Program Type i relation to customer types
Source of Types of relationship marketing programs:
(Parvatiyar & Sheth, 2000)