Relationship Marketing in Jewellery Industry

A study of Relationship Marketing in business-to-business markets focusing on the Indian Jewellery sector

Research Proposal on Relationship Marketing in Jewellery Industry

How to Write Dissertation on Relationship Marketing in Jewellery Industry in India

Abstract

Relationship marketing today is one the most talked about contemporary marketing strategies and a new paradigm in marketing over a last few decades. However, the operational aspects of this paradigm are still vague and need more investigation. The purpose of this research is to understand the effect of relationship marketing in business-to-business sector emphasizing on Indian gems and jewellery Industry and how different factors add to the creation and development of relationships. The literature review discusses the emergence of relationship marketing, reasons for the shift from transactional to relationship marketing, types of relationship marketing, and factors leading to the development of relationships. For the purpose of this research qualitative research methodology has been chosen. The researcher has used 9 in-depth interviews to collect data in order to understand and satisfy the aims and objectives of this research. The results from the interviews have been analyzed and discussed by dividing them into various themes based on the literature review. Lastly, the concluding thoughts of this study discuss the limitations and recommendations.

How to Write the Introduction Chapter on Relationship Marketing Dissertation

The discipline of marketing has emerged over many decades. Early marketing thinking primarily focused on efficiency of marketing channels (Cherington 1920; Shaw 1912), however in the later years, exchange became a central belief of marketing (Kotler, 1972 cited in Bruhn, pp 1). There have been major changes in the economic and competitive framework in marketing theory and practice in the last few years which have  led to a new focus in marketing. While the ‘three eras’- production, sales, marketing- approach is too simplistic to reflect the complex reality, it led to the development of the managerial school which dominated the teaching and practice of marketing for around 30 years. It  was McCarthy who introduced the 4Ps of marketing- Product, Price, Place and Promotion. The marketing management model was dominant but not the only interpretation. An alternative interpretation of the market economy existed and was widely practiced and emphasized on relationships rather than transactions as the essence of exchange process (Baker, pp 23). The development and management of relationships has suddenly become a central focus of marketing research and conceptualization based on realization that both customers and suppliers are valuable assets of a firm (Cunningham and Homse, 1982 cited in Zolkiewski and Turnbull, 2002).

In this research the focus is on the importance of relationship marketing in business-to-business sector and Indian jewellery industry been selected to apply the principles of RM. The study explains the reason for the shift from transactional marketing to relationship marketing. It examines the different components  recommended by many authors (like Dooney and Cannon, 1997; Morgan and Hunt, 1994; Wilson 1995) that play a significant role in developing and maintaining relationships in the business-to-business context

between the Indian jewellery manufacturers and their business clients and thereby explaining the type of business customers. The life-cycle of relationships in marketing as explained by researchers (Ford, 1980; Levitt 1983; Dwyer, Schurr and Oh, 1987) as to how they evolve, develop, maintain, and eventually end has also been described in this research.

RESEARCH OBJECTIVES

• To study the benefits of relationship marketing to organizations and buyers

• To study the concept and practice of relationship marketing in the business-to- business sector.

• To study the different factors that lead to the development of relationship in the business-to-business markets and their importance in maintaining the relationships.

• To examine the impact of relationship marketing in business-to-business sector by emphasizing on the Indian Jewellery Industry.

Therefore, the purpose of this research is to achieve academic and managerial understanding of the components of successful long-term firm relationships, and to explore how such firms might promote and initiate relationships with clients.

OVERVIEW IF THE DISSERTATION STRUCTURE

Chapter 2: Literature Review commences with the introduction of relationship marketing and its shift from transactional marketing. It contains an academic Literature Review on Relationship marketing, the important elements in maintaining long-term relationships in business-to-business markets and the relationship development process.

Chapter 3: provides background information about the Indian Jewellery Industry and the importance of relationship marketing in this sector.

Chapter 4: Methodology: This chapter first explains the Aim/Purpose and objective of the Study. It further provides a detailed discussion of the theoretical background for the research methodology (qualitative over quantitative) adopted and explains the rationale for the particular techniques used for the data collection and the method of analysis employed.

Chapter 5: Analysis and Discussion: This chapter provides an in-depth analysis of the interviews conducted. The data from the interviews will be interpreted by the researcher to explain any significant and emergent information that might support or reject the aim of this dissertation.

In order to get all the chapters of the dissertation containing Literature Review, Research Methodology, Data Analysis, Recommendations, Conclusion, Implications of Study, Directions for Further Research, Questionnaire and Harvard Referencing Style and Plagiarism Free Custom Writing Help for  Dissertations and Thesis on Relationship Marketing in Jewellery Industry in India, contact Mahasagar Publications, Call +91 9819650213 or +91 8081344446  or visit website www.projectspapers.com