ROLE OF RELATIONSHIP MARKETING IN INTEGRATING A NEW PRODUCT INTO AN INDUSTRIAL BRAND
Relationship Marketing and Industrial Brand Management are two distinctively different field of research in marketing. The two fields however, exerts significant influence for products in industrial market. Effective relationship marketing process results in a set of desirable relationship outcome m...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2014
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| Online Access: | https://eprints.nottingham.ac.uk/27549/ |
| _version_ | 1848793392242229248 |
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| author | RAHMAN, MUHIB NOOR |
| author_facet | RAHMAN, MUHIB NOOR |
| author_sort | RAHMAN, MUHIB NOOR |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | Relationship Marketing and Industrial Brand Management are two distinctively different field of research in marketing. The two fields however, exerts significant influence for products in industrial market. Effective relationship marketing process results in a set of desirable relationship outcome mediated through relationship variables. The outcomes impact buyers’ perception heavily for the industrial market. On the other hand customers’ perception and buying decision is also heavily influenced by suppliers brand image. This link is being tested in the following study in the context of a new product launch in industrial markets. |
| first_indexed | 2025-11-14T18:59:34Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-27549 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:59:34Z |
| publishDate | 2014 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-275492021-12-15T14:26:15Z https://eprints.nottingham.ac.uk/27549/ ROLE OF RELATIONSHIP MARKETING IN INTEGRATING A NEW PRODUCT INTO AN INDUSTRIAL BRAND RAHMAN, MUHIB NOOR Relationship Marketing and Industrial Brand Management are two distinctively different field of research in marketing. The two fields however, exerts significant influence for products in industrial market. Effective relationship marketing process results in a set of desirable relationship outcome mediated through relationship variables. The outcomes impact buyers’ perception heavily for the industrial market. On the other hand customers’ perception and buying decision is also heavily influenced by suppliers brand image. This link is being tested in the following study in the context of a new product launch in industrial markets. 2014-09-26 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/27549/1/Final_draft.pdf RAHMAN, MUHIB NOOR (2014) ROLE OF RELATIONSHIP MARKETING IN INTEGRATING A NEW PRODUCT INTO AN INDUSTRIAL BRAND. [Dissertation (University of Nottingham only)] (Unpublished) |
| spellingShingle | RAHMAN, MUHIB NOOR ROLE OF RELATIONSHIP MARKETING IN INTEGRATING A NEW PRODUCT INTO AN INDUSTRIAL BRAND |
| title | ROLE OF RELATIONSHIP MARKETING IN INTEGRATING A NEW PRODUCT INTO AN INDUSTRIAL BRAND |
| title_full | ROLE OF RELATIONSHIP MARKETING IN INTEGRATING A NEW PRODUCT INTO AN INDUSTRIAL BRAND |
| title_fullStr | ROLE OF RELATIONSHIP MARKETING IN INTEGRATING A NEW PRODUCT INTO AN INDUSTRIAL BRAND |
| title_full_unstemmed | ROLE OF RELATIONSHIP MARKETING IN INTEGRATING A NEW PRODUCT INTO AN INDUSTRIAL BRAND |
| title_short | ROLE OF RELATIONSHIP MARKETING IN INTEGRATING A NEW PRODUCT INTO AN INDUSTRIAL BRAND |
| title_sort | role of relationship marketing in integrating a new product into an industrial brand |
| url | https://eprints.nottingham.ac.uk/27549/ |