Relationship Management: Case Study of Morrisons
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This report discusses the relationship marketing process of Morrisons, a UK-based supermarket chain, and its effectiveness in retaining customers. It evaluates Morrisons' CRM and proposes activities to retain customers through relationship marketing. The report also covers operational CRM and market automation. The case study reflects on the HOT strategy of Morrisons and the Much and More loyalty program card, which is an instrument of automation marketing practice.