A Relationship Study on Marketing Strategy Management towards Customer Relationship Management and Perceived Value

Qiong Yang () and Zen-hua Hu
Additional contact information
Qiong Yang: Business School of Central South University, Building 2-1603 of Ceng Shang Guan Di, No. 77 Puyuan Shui Zhu Street, Tianxin District, Changsha, Hunan, 410083, China
Zen-hua Hu: Hunan Vocational College of Science & Technology, Hunan, 410004, China

Acta Oeconomica, 2015, vol. 65, issue supplement2, 173-185

Abstract: With the promotion of economic liberalization and internationalization, consumer demands have become complex and diversified. Businesses have to actively promote themselves and bring forth new marketing tactics to attract buying and cope with fierce competition so as to enhance the global competitiveness and implement the idea of sustainable operation. This study aims to investigate the relationship between marketing strategy management, customer relationship management, and perceived value. Aiming at Suzhou Industrial Park, the executives and employees of the manufacturers are distributed 500 copies of questionnaire for this study, and 367 valid copies are retrieved, with the retrieval rate 73%. The research results show the significant correlations between 1. marketing strategy management and customer relationship management, 2. customer relationship management and perceived value, and 3. marketing strategy management and perceived value. Aiming at above results, suggestions are proposed to create better organizational performance for a business.

Keywords: marketing strategy management; customer relationship management; perceived value; customer acquisition; physical evidence (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.akademiai.com/doi/pdf/10.1556/032.65.2015.S2.13 (application/pdf)
subscription

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aka:aoecon:v:65:y:2015:i:supplement2:p:173-185

Ordering information: This journal article can be ordered from
Akadémiai Kiadó Zrt., P. O. Box 245, H-1519 Budapest, Hungary
https://akjournals.com/

Access Statistics for this article

Acta Oeconomica is currently edited by Mihályi, Péter

More articles in Acta Oeconomica from Akadémiai Kiadó, Hungary
Bibliographic data for series maintained by Kriston, Orsolya ().