Relationship marketing
By: a Lauderdale production for BBC for Business ; producer, Brian Edwards
Contributors: Lauderdale Productions; BBC for Business; Films for the Humanities (Firm)
Series: Branding, the marketing advantage
Publisher: Films for the Humanities & Sciences
Published: 2004
Place of publication: Princeton, NJ
Language: eng
Format: [videorecording] /
Number of pages: 14
Subjects: Relationship marketing; Case studies; Customer relations; Marketing
Description: Shows how companies have attempted to attract and retain customers through relationship marketing. Case studies show American Express leveraging its database to offer bills tailored to specific members, and Singapore Airlines moving beyond simple loyalty rewards to building long-term relationships with its customers.
Notes: Produced and released in the United Kingdom in 1995.

Camera, Peter Murphy.

DVD.