Authors: John Balmer; Michael Bourlakis; Suraksha Gupta
Abstract
Ensuring availability of a product at a time when its demand arises forms an important
element of business management practices, however, its integration with marketing
influences brand preferences of customers in industrial networks of brands. Brand
relationships have been understood as an important marketing tool for managing business
customers. This paper conceptualizes role of relationship marketing in successful
management of time and business processes for driving preferences of business
customers in industrial networks of international brands. The literature was reviewed to
conceptualise the role of relationship marketing in successfully addressing opportunities
available to brands through their industrial networks and it was empirically found that
relationship marketing enables a brand to follow just-in-time approach and strengthen its
business processes that makes it attractive for industrial networks.
Key words: Brand Relationships, Relationship Marketing, Just-in-time approach,
Business Process management, Demand management
Journal: ( – )
Web Address:
Publish Year:
Conference: Glasgow, Scotland (2011)