Growing relationship marketing’s role within Renault UK
Managing Service Quality: An International Journal
ISSN: 0960-4529
Article publication date: 1 August 1996
Abstract
Describes and outlines the reasons for Renault’s recent success in the UK new car market; the company’s market share has increased from 3.5 per cent to over 6 per cent in the period 1990‐1996. Analyses Renault’s distinguishing features from its brand competitors and shows how the company has capitalized on these, using the successful television advertising campaign for the Clio as an example. Describes how the company’s relationship marketing efforts are being led by the television advertising. States that Renault’s training and benchmarking programmes have also played a significant part.
Keywords
Citation
Mack, T. (1996), "Growing relationship marketing’s role within Renault UK", Managing Service Quality: An International Journal, Vol. 6 No. 4, pp. 32-35. https://doi.org/10.1108/09604529610120267
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited