Introduction The purpose of this chapter is to review related literatures concerning relationship marketing and customer retention at FMCG companies with special reference to Uniliver Nigeria Plc. The literature review will assess marketing, relationship marketing, practices in relationship marketing, customer loyalty and the connection between relationship marketing and customer loyalty. Marketing The modern era we find ourselves have been modified by new development globalization, growth and new. Marketing Literature Review This section is based on a selection of article abstracts from a comprehensive business literature database. Marketing-related abstracts from over journals both academic and trade are reviewed by JM staff.
Welcome to the Purdue OWL
A Literature Review on International Business Free Essay Sample
To browse Academia. Skip to main content. Log In Sign Up. Download Free PDF. Literature Review in Business Research. Download PDF. A short summary of this paper.
A Literature Review on International Business
Mueller characterises customer relationship management aspect of the business as a highly dynamic, and convincingly argues that businesses have to adopt a proactive approach in devising relevant programs and initiatives in order to remain competitive in their industries. Sinkovics and Ghauri relate the necessity for engaging in customer relationship management to high cost of direct sales, highly intensifying level of competition in the global level, and need for information about various aspects of the business in general, and consumer behaviour in particular, that can be used to increase the levels of sales. According to Peppers and Rogers , there is global tendency in customer relationship management that relates to the shift from transactional model towards the relationship model. In other words, Peppers and Rogers argue that satisfying customer needs as a result of on-time transaction is not sufficient today in order to ensure the long-term growth of the businesses. Instead, businesses have to strive to maintain long-term relationships with their customers in order to maintain flexibility to adopt their increasing expectations and thus achieving their life-long loyalty.
Abstract: The present research is a literature review of the leadership styles and its effectiveness within the organization team-building. Specifically, this paper tries to review the literature in the sphere of job performance focusing on the leadership styles. Both leadership types and styles had been reviewed in relation to the productivity in the organization along with the role stressors and role ambiguity. Additionally, literature review explores the concepts of role stressors such as role ambiguity and role conflict, which are often found as the most important source of job dissatisfaction and poor job performance. Understanding the nature of role stressors and potential sources which may cause them to will help organizations to take control of managing role stressors.