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Relationship Marketing in the FMCG: The Forgotten Consumer
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Many producers in the FMCG experience immense pressure from strong retailers and hard discounters. One solution proposed by academics is through engaging in Relationship Marketing with the end consumer to create a strong pull-effect and loyalty to the brand. In order to understand how producers make use of Relationship Marketing, 5 case studies with Swedish FMCG- producers has been conducted. It has been found that producers merely make any use of Relationship Marketing towards consumers, albeit focus a lot of resources on Relationship Marketing towards the immediate customers. The author examines the feasibility of Relationship Marketing in the FMCG, and concludes that the producers overlook many of the outlined benefits of Relationship Marketing.

Place, publisher, year, edition, pages
2015. , 86 p.
National Category
Business Administration
URN: urn:nbn:se:liu:diva-119539ISRN: LIU-IEI-FIL-A—15/02010--SEOAI: diva2:824204
Subject / course
Master Thesis in Business and Economics Programme (Business Administration)
2015-06-05, 12:23 (English)
Available from: 2015-08-24 Created: 2015-06-21 Last updated: 2015-08-24Bibliographically approved

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Gilchrist, Philip
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