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Business-to-business relationship as a support mechanism to customer relationship marketing. Case If and TRAL ry.

By Essi Tenho


The purpose of this case study is to explore the various outcomes of a business to business relationship, especially how it supports the marketing activities of the participant companies. The case companies are If, a Nordic insurance company, and TRAL ry, a Finnish trade union for BBA and MBA graduates. The main objective of the study is to determine the different advantages the strategic partnership between If and TRAL generates. This means that both customer relationship theories, and collaboration and partnership theories are applied. The data for the empirical part was obtained in two thematic interviews with the case company representatives, focusing on their views of the functionality of the relationship as well as the communication between the two parties. The study was conducted in whole during January and February 2014. The discovered advantages of the relationship are comprehensive, varying from customer and member acquisition to member retention and visibility in media directed at the target audience. As both of the parties are satisfied with the outcome, it is obviously profitable to cooperate with a non-competitor company, and maintain and develop the partnership

Topics: Global Customer Relationship Management and Communication, fi=Liiketalous, hallinto ja markkinointi|sv=Företagsekonomi, förvaltning och marknadsföring|en=Business Management, Administration and Marketing|, Degree Programme in International Business
Publisher: HAAGA-HELIA ammattikorkeakoulu
Year: 2014
OAI identifier:
Provided by: Theseus

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