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Application of relationship marketing and management: a large contractor case study

机译：关系营销和管理的应用：大型承包商案例研究

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摘要

Marketing-led enterprise change management initiated by a major UK contractor is explored in this paper as a contrast to procurement-led changes to projects driven by clients. Procurement-led initiatives try to induce changes to behaviour through market governance. Relationship marketing and management proactively change organizational behaviour, the enterprise taking responsibility for its own destiny. Investment and resource allocation, and organizational behaviour have posed constraints, particularly concerning service continuity in construction. Overcoming these constraints offers opportunities for delivering service improvements and adding value for clients and yielding further increases in repeat business and increasing profitability. Relationship marketing is the conceptual starting point, application developing into relationship management in line with theory. The main relationship marketing tenets are outlined. In the case explored key account management (KAM) principles are adopted as the conceptual point of departure for introducing relationship marketing processes. Adoption resulted in some minor restructuring and provided the basis for a series of process changes. Application is producing early results in terms of increased client satisfaction, consequential repeat business, inducing greater cross-functional communication and collaboration within the firm resulting in cross-selling opportunities between market segments. Some repeat business is producing higher margins in response to meeting demands of the clients.
机译：本文探讨了由英国一家主要承包商发起的以市场为导向的企业变更管理，与由客户驱动的项目的以采购为主导的变更形成对比。采购主导的举措试图通过市场治理来促使行为发生变化。关系营销和管理会主动改变组织行为，企业要为自己的命运负责。投资和资源分配以及组织行为已构成限制，特别是在建筑服务连续性方面。克服这些限制为改善服务，为客户增加价值以及进一步增加回头客业务和增加盈利能力提供了机会。关系营销是概念的起点，应用程序发展到符合理论的关系管理。概述了主要的关系营销原则。在这种情况下，采用关键客户管理（KAM）原则作为引入关系营销流程的概念出发点。采用导致了一些小的重组，并为一系列流程变更提供了基础。在提高客户满意度，相应的重复业务，在公司内部引起更大的跨职能沟通和协作方面，应用程序正在产生早期结果，从而在细分市场之间产生了交叉销售机会。满足客户需求的一些回头客业务正在产生更高的利润。

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