Mars Marketing: A Successful Example of Relationship Marketing: A Successful Example of Relationship Marketing

Author: Peng Cheng
Publisher:
Publish Date: 2003-02-01
Features: This book will show readers the high-level strategies that Mars has used to win over customers, suppliers, and competitors through relationship marketing. It is part of the "Strong Century Marketing Series," which includes: Disney Marketing: The Success Rule of Selling Happiness; Citibank Marketing: The New Era of Bank Marketing; Coca-Cola Marketing: Authorizing Production Strategies; McDonald's Marketing: Winning Globally Through Franchising; Mars Marketing: The Success Model of Relationship Marketing; Nike Marketing: The Intermediary Brand Strategy; Sony Marketing: Reshaping the Brand Image of "Made in Japan"; Microsoft Marketing: Winning with "Softness"; and Amazon Marketing: Challenging the Traditional Model of Online Marketing.
Relationship marketing is a disruption of traditional marketing theory. Since its rise in the 1990s, it has become a key concept in corporate marketing activities. Mars is the largest and most profitable retail group in the UK and a pioneer in relationship marketing. They recognized the importance of relationship marketing as early as the 1970s and vigorously promoted it, successfully building win-win relationships with customers and suppliers. This book will show readers the high-level strategies that Mars has used to win over customers, suppliers, and competitors through relationship marketing. It is part of the "Strong Century Marketing Series," which includes: Disney Marketing: The Success Rule of Selling Happiness; Citibank Marketing: The New Era of Bank Marketing; Coca-Cola Marketing: Authorizing Production Strategies; McDonald's Marketing: Winning Globally Through Franchising; Mars Marketing: The Success Model of Relationship Marketing; Nike Marketing: The Intermediary Brand Strategy; Sony Marketing: Reshaping the Brand Image of "Made in Japan"; Microsoft Marketing: Winning with "Softness"; and Amazon Marketing: Challenging the Traditional Model of Online Marketing.