Question

Topic: Student Questions

Relationship Marketing Dissertation

Posted by Anonymous on 7/7/2010 at 5:11 AM ET 250 Points
I want to do my dissertation on relationship marketing and use Tesco as my case study but could you give me any ideas what my title could be. I know this is the topic I want to focus on but I'm not sure what I can be finding that will add to the research. I need to find something that isn't already in the literature.

Thanks
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RESPONSES

  • Posted by Gary Bloomer on 7/7/2010 at 3:30 PM Accepted
    Dear ashpoll4,

    Why Tesco? Why not Harrod's, or Sainsbury's or Marks and Spencer?
    Or Boots? Or any one of a thousand other companies?

    If you're looking for something that's NOT already been discussed in one way or another you have work to do because the only person that can come up with that answer is YOU.

    Many members of this forum have no idea what Tesco is, simply because they, like I, live in the USA, (or Australia, or Canada).

    What members of this forum may think is interesting may be of little interest to you and vice versa. So think.

    Be literal. Be lateral. Draw from other industries. Tesco is not alone, it works WITH other vendors to meet the needs of its customers. Figure out what these relationships might mean and consider using your findings to spark other ideas.

    I hope this helps.

    Gary Bloomer
    The Direct Response Marketing Guy™
    Wilmington, DE, USA
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