Question

Topic: Student Questions

Dissertation Topic On Relationship Marketing

Posted by Anonymous on 4/15/2010 at 4:51 PM ET 25 Points
Hello Everybody,

I will highly appreciate it if you have some good ideas about a meaningful dissertation topic on Relationship Marketing or Loyalty Marketing in particular. Where do you find the main current problems in this field ? How would you define a possible object of research?
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  • Posted on 4/16/2010 at 4:29 PM Author
    Karen,

    Thank you for your advice. That's exactly what I've been doing recently and you confirm I am taking the right path. I identified the most valuable resources associated with names like Philip Kotler, Regis Maccena, Don Peppers and Marta Rogers, Seth Godin, Gronroos, Leonard Berry, Adrain Payne, Reinartz and Kumar, Andrew Ehrenberg, Palmer, Sheth and Parvatyar, Don Schultz, etc. I started with the academics and then will research some practitioners' point of view. I revised case studies such as Tesco Clubcard, Harrah's Total rewards, American Airlines AAdvatage, Shell Smart Card...I also checked web portals such as Mycustomer.com...and I got flooded with so much information that I lose the focus. I just need to formulate the Topic to get started.

    I would be grateful if you have some other fruitful idea.

    Thank you again for your help!
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