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Posts Tagged ‘Marketing and Communications performance’

Tech marketers’ expectations as return of their investment – Top marketing priorities for 2010

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Tech marketers’ ROI expectations

The results from the annual Marketing Survey conducted by Unisfair reveal interesting findings regarding what marketers see as top priorities for the year 2010 and what they expect to obtain from their marketing efforts. As the study shows, it seems that traditional marketing goals such as customer retention and brand awareness lose ground in favor of the generation of as much as possible sales leads.

Relationship Marketing – Performance Management

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Marketing - Performance Management

Although not benefiting from a unanimously accepted definition, Relationship Marketing is a sub-discipline of Marketing defined (Gummesson 2004, p. 136) as ”Marketing based on interaction within networks of relationships”. The classic Relationship Marketing refers to the physical distribution network relationships, with main focus on supplier-customer interactions (Gummesson 1997 cited in Harwood & Garry 2006), the premise being the mutual benefit for both parties and also the commitment to ensure relationship longevity (Harwood and Gary, 2006).

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