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Improving customer relations through relationship marketing - How can Greenheart Plants improve its relationships with customers to create a competitive advantage?

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  • Essay length: 16414 words
  • Submitted: 19/06/2006
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University Degree Marketing

The first 200 words of this essay...

Title

Improving customer relations through relationship marketing - How can Greenheart Plants improve its relationships with customers to create a competitive advantage?

1.0 Points of Departure

In this section I will present the reasons for choosing the topic. An introduction to the garden nursery industry and the case company, finally the research problem, purpose and its limitations, followed by an outline of the thesis.

1.1 Areas of Interest

In deciding a topic for my dissertation an important factor was that I would enjoy the subject, and be interested in it. After enjoying the level two "Services Marketing" module, specifically the 'Relationship Marketing' topic, I thought it would be a challenging area of subject, one I could succeed in and enjoy enough to dedicate my time to.

Horticulture and more specifically the garden centre/nursery has been of importance to me because I have worked part-time, for five years in such a nursery.

The concept of relationship marketing is beginning to be major aspect of many businesses; however I had noted that it had not really been introduced into horticulture. This sparked an idea of combining those areas

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