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Print as a channel for relationship marketing: A study of the swedish printing industry
Mid Sweden University, Faculty of Science, Technology and Media, Department of Information Technology and Media.
2009 (English)In: Australian and New Zealand Marketing Academy Conference 2009 / [ed] Tojib.D, 2009Conference paper, Published paper (Refereed)
Abstract [en]

This paper analyses the importance for printing firms to provide print and related services to support their customers relationship marketing (RM) strategies. The results show that offering variable data printing (VDP) services is important, and many respondents believe that customers are less price sensitive when buying customised printed matters. By working close to end customers and helping them fulfil their need for print in RM it is possible to increase the relationship between printing firms and their customers. Due to the low competence regarding VDP services, within the printing industry, the results suggest that even if the demand of VDP services increases, it will be hard for printing firms to benefit from the added value that customers receive.

Place, publisher, year, edition, pages
2009.
Keyword [en]
printing database, customer, loyalty, network
National Category
Business Administration
Identifiers
URN: urn:nbn:se:miun:diva-27181OAI: oai:DiVA.org:miun-27181DiVA: diva2:909036
Conference
ANZMAC, 2009, Melbourne, Australia
Available from: 2016-03-04 Created: 2016-03-04 Last updated: 2016-03-04

Open Access in DiVA

fulltext(271 kB)80 downloads
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File name FULLTEXT01.pdfFile size 271 kBChecksum SHA-512
4ab9def255c8c2554c409cc5d14dd286663c48d92f477dda98b5ea13c138231df68f6b4f6ddf277fe2e6526a62f2759227b19ceb9c7ea332e3ad65f4c12cae1b
Type fulltextMimetype application/pdf

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Nordin, Åsa
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf