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Growing relationship marketing’s role within Renault UK

Growing relationship marketing’s role within Renault UK Describes and outlines the reasons for Renault’s recent success in the UK new car market; the company’s market share has increased from 3.5 per cent to over 6 per cent in the period 1990‐1996. Analyses Renault’s distinguishing features from its brand competitors and shows how the company has capitalized on these, using the successful television advertising campaign for the Clio as an example. Describes how the company’s relationship marketing efforts are being led by the television advertising. States that Renault’s training and benchmarking programmes have also played a significant part. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Managing Service Quality Emerald Publishing

Growing relationship marketing’s role within Renault UK

Managing Service Quality , Volume 6 (4): 4 – Aug 1, 1996

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Publisher
Emerald Publishing
Copyright
Copyright © 1996 MCB UP Ltd. All rights reserved.
ISSN
0960-4529
DOI
10.1108/09604529610120267
Publisher site
See Article on Publisher Site

Abstract

Describes and outlines the reasons for Renault’s recent success in the UK new car market; the company’s market share has increased from 3.5 per cent to over 6 per cent in the period 1990‐1996. Analyses Renault’s distinguishing features from its brand competitors and shows how the company has capitalized on these, using the successful television advertising campaign for the Clio as an example. Describes how the company’s relationship marketing efforts are being led by the television advertising. States that Renault’s training and benchmarking programmes have also played a significant part.

Journal

Managing Service QualityEmerald Publishing

Published: Aug 1, 1996

Keywords: Advertising; Marketing communications; Promotion; Relationship marketing; United Kingdom

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