Business - to - Business Marketing

Assignment Question:

Relationship marketing emphasizes that customer retention affects company profitability in that it is more efficient to maintain an existing relationship with a customer than create a new one (Payne et al., 1999; Reichheld, 1996)

Customer relationship management (CRM) is a complex and holistic concept, organized around business processes and the integration of information technologies. Customer relationship management (CRM) and business-to-business (B2B) are essential to the success of modern business. Although they are two different modules, they share many similarities. The integration of CRM and B2B can benefit all related parties in business processes, including sales, marketing, customer service, and information support.

You are required to carry out a library research to investigate and present characteristics, similarities, and differences of CRM & B2B and discuss in detail the design, implementation, and monitoring of CRM program in an organization with the help of examples taken from available literature and relevant case studies.

Table of Contents

Introduction 4

Characteristics of B2B 5

Business Market Classification 6

Different Type of Relationship 7

B2B Market Structure 7

B2B Demand 8

B2B Buying Behaviour 8

CRM Definition 10

Characteristics of CRM 10

CRM and B2B Similarities 12

CRM and B2B Differences 12

CRM Process Diagram 13

CRM Design Phase '' Strategy Development 14

Value Creation 16

CRM Implementation '' Motivating Employees 18

Channel and Media Integration 20

CRM Monitoring '' Performance Assessment and Monitoring 22

Conclusion 24

Recommendations 25

References 26

Introduction

Business-to-business (B2B) marketing is described as any activity, be it marketing, sales, or e-commerce which occurs between businesses and other businesses rather than between businesses and consumers. An example is when a shoe manufacturer company orders raw materials from...