Building Relationships From the Outside In: A Case Study of Falken Tire's Drift Toward Success

Autor:	Kelley O'Reilly, Jim Eckert
Rok vydání:	2014
Předmět:	Marketing Digital marketing business.industry Credibility Social media business Risk taking Financial strength Marketing strategy Relationship marketing Communication channel
Zdroj:	Journal of Relationship Marketing. 13:243-262
ISSN:	1533-2675 1533-2667
DOI:	10.1080/15332667.2014.939021
Popis:	This article explores a unique application of relationship marketing and commitment-trust theory through “outside-in” channel development. Necessitated by market conditions and competitor size and influence, the case company lacked the financial strength and credibility to compete head on to drive awareness from key channel members. Findings demonstrate how out-of-the-box thinking, entrepreneurial risk taking, and creative event marketing allowed a small market player to establish, build, and ultimately extend relationships with both indirect and direct channel partners from the outside in. This case provides guidance for relationship marketing efforts through the use of event sponsorship and social media strategies.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::ac5a723386561990203c78975b90c173 https://doi.org/10.1080/15332667.2014.939021 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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