Customer relationship management in a fashion independent retailer environment; Operationalization and Application

University essay from Högskolan i Borås/Institutionen Textilhögskolan

Author: Ali Farhan; Mancini Bastien; [2014]

Keywords: Fashion independent retailers; customer relationship management; customer relationship; brand community; consumer; community; knowledge sharing; relationship building; community building; postmodernism; tribal marketing; people-to-people; service; dominant logic;

Abstract: The purpose of this study is to explore the different marketing techniques accessible to fashion independent retailers and aiming to strengthen their customer relationship and attract/create a community. It also focuses on understanding the applicability and operationalization of customer relationship management marketing techniques in a specific context, here, a fashion independent retailer.

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