Ustomer Relationship Management WAITROSE


expected to select a British company(WAITROSE), which is listed as a PLC:

Evaluate the Customer Relationship Strategy for this company based on its consumer marketing activities and assess whether the company is using CRM best practice to maintain a marketing leading position.

Please see the assessment criteria below for a detailed breakdown on the marking scheme for this assignment.

Format of the report:

” The report should be structured using the following sections:
- Title Page
- Introduction (Task 1)
Discussion about the type of the market enviroment the company operates in
introduction to the paper
secondary research / references
- Principal Findings (Tasks 2 and 3)
task 2
identification of companys Customer
Relationship Management theories/concepts/models
Evaluation of the customer relationship marketing activities in the line with the theoretical dimensions of customer Relationship Management
Evidence and relevant secondary research
level of critical analysis
task 3
Identification of Customer Relationship management strategy/strategies
Assessment of the Customer Relationship management strategy/strategies
Discussion about the sustainability of the customer relationship management strategy/strategies
Linking of discussions in Task 3 with academic references (theoretical grounding)
Level of critical thinking and reflection

- Conclusions (Task 4)
Conclusion & Recommendations (Relevance to Customer Relationship Management, feasibility,specificity
Level of critical thinking and reflection
- Bibliography

Essential reading:

Christopher M., Payne A. and Ballantyne D. (2002),  Relationship Marketing , Oxford: Butterworth Heinemann

Donaldson B. and O Toole T. (2002),  Strategic Market Relationships: From strategy to implementation , Wiley & Sons

Gummesson E. (2002),  Total relationship marketing  , Butterworth Heinemann

Little E. and Marandi E. (2003),  Relationship Marketing Management , Thomson

Other reading:

Evans M., O Malley L. and Patterson M. (2004),  Exploring Direct & Customer Relationship Marketing , Thomson

Payne A., Christopher M., Clark M. and Pecks H. (1995),  Relationship marketing for competitive advantage: Winning and keeping customers , Butterworth  Heinemann

Peelen E. (2005),  Customer Relationship Management , FT Prentice Hall

Additional suggested reading from journal articles

Boulding W., Staelin R., Ehret M. and Johnston W.J. (2005),  A customer relationship management roadmap: What is known, potential pitfalls and where to go , Journal of Marketing, Vol. 69 No. 4, pp. 155-166

Baker M.J., Buttery E.A. and Richter-Buttery E.M. (1998),  Relationship Marketing in Three Dimensions , Journal of Interactive Marketing, Vol. 12 No. 4, Autumn, pp. 47-62

Coviello N.E., Brodie R.J., Danaher P.J. and Johnston W.J. (2002),  How firms relate to their markets: An empirical examination of contemporary marketing practices , Journal of Marketing, Vol. 66, July, pp. 33-46

Desmond J. (2004),  An Evaluation of Organisational Control Strategies for Relationship Marketing , Journal of Marketing Management, Vol. 20, pp. 209-236

Gronroos C. (1997),  From marketing mix to relationship marketing  towards a paradigm shift in marketing , Management Decision, Vol. 35 No. 4, pp. 322-339

Hirschowitz A. (2001),  Closing the CRM loop: The 21st century marketer s challenge: Transforming customer insight into customer value , Journal of Targeting, Measurement and Analysis for marketing, Vol. 10 No. 2, pp. 168-178

Jayachandran S., Sharma S., Kaufman P. and Raman P. (2005),  The role of relational information process and technology use in customer relationship management , Journal of Marketing, Vol. 69 No. 4, pp. 177-192

Johnson M.D. and Selnes F. (2004),  Customer Portfolio Management: Toward a dynamic Theory of Exchange Relationships , Journal of Marketing, Vol. 68, pp. 1-17

Levitt T. (1983),  After the sale is over , Harvard Business Review, September-October, pp. 87-93

Leek S., Turnbull P.W. and Naude, P. (2003),  How is information technology affecting business relationships? Results from a UK survey , Industrial Marketing Management, Vol. 32, pp. 119-126

Leek S., Turnbull P.W. and Naude P. (2004),  A comparison of manufacturers and financial services suppliers and buyers use of relationship management methods , Industrial Marketing Management, Vol. 33, pp. 241-249

Liljander V. and Roos I. (2002),  Customer relationship levels: From spurious to true relationships , Journal of Services Marketing, Vol. 16 No. 7, pp. 593-614

O Leary C., Rao S. and Perry C. (2004),  Improving customer relationship management through database/Internet marketing: A theory-building action research project , European Journal of Marketing, Vol. 38 No. 3/4, pp. 338-354

Plakoyiannaki E. (2005),  How do organisational members perceive CRM? Evidence from a UK service firm , Journal of Marketing Management, Vol. 21, pp. 363-392

Ryals L. and Payne A. (2001),  Customer relationship management in financial services: towards information enabled relationship marketing , Journal of Strategic Marketing, Vol. 9, pp. 3-27

Shapiro B.P., Rangan V.K., Moriarty R.T. and Ross E.B. (1987),  Manage customers for profits (Not Just Sales) , Harvard Business Review, September-October

Storbacka K. (1997),  Segmentation Based on Customer Profitability  Retrospective Analysis of Retail Bank Customer Bases , Journal of Marketing Management, Vol. 13, pp. 479-492

Winer R.S. (2001),  A Framework for Customer Relationship Management , California Management Review, Vol. 43, No. 4 pp. 89-105