Growing relationship marketing’s role within Renault UK

Tim Mack (Tim Mack is Manager of Communications at Renault UK)

Managing Service Quality: An International Journal

ISSN: 0960-4529

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

Download as .RIS

Publisher

:

MCB UP Ltd

Copyright © 1996, MCB UP Limited

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
To rent this content from Deepdyve, please click the button.
If you think you should have access to this content, click the button to contact our support team.