Relationship marketing is an important part of the new view of communication strategies. The theories around this subject has a general and global perspective on how to manage relations and communication problems. But somehow the local perspective is forgotten. In this thesis we have focused on the local market and which demands it has on the work with relationship management. The purpose of this thesis is to find out how relationship marketing can contribute to create a high valued brand on a local market. In this case the local news and entertainment site Vibb Kalmar.The thesis was carried out by intervening (qualitative method) individuals on three different levels in the field of relationship marketing. One of the most respected professor in the field of relationship marketing. We have also two different consulting-firms and one client each from both of the firms. All located in Kalmar. We have used a theoretical frame of reference based on relationship marketing, service marketing, brand management and market communication. We compared the literature with the collected empirical data to come up with our own conclusions about local relationship marketing. The conclusion shows that some aspects become more important on a local market. Persons behind the brand are very important. The company needs to be active in their network. It´s important to be a part of the community and take their responsibility to be a good citizen. It also gives recommendations on how a local news and entertainment site should work with relationship marketing.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hik-1742 |
| Date | January 2009 |
| Creators | Johansson, Joakim, Ottosson, Jon |
| Publisher | Högskolan i Kalmar, Institutionen för kommunikation och design, Högskolan i Kalmar, Institutionen för kommunikation och design |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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