Summary

The New View of Relationship Marketing:
Better integration to deepen brand commitment
by Deb Rapacz and Martin Reilly

http://jimc.medill.northwestern.edu/JIMCWebsite/2008/RelationshipMarketing.pdf

Summary :

In this article Deb Rapacz and Martin Reilly explain the strategical importance of brand commitment and demonstrate the very successful example of "Jack Daniels " advertising strategy.According to the authors, the new view of relationship marketing shall be adopted by marketers, in which way, they could create a strong brand commitment with their consumers/clients.Jack Daniels" started long ago with relationship marketing and was very successful in establishing a solid commitment, although they have no tools like internet at that time.However, they make themselves known as dedicated producers of tenesse whiskey and they underlined this approach with stories which helped create a very strong commitment consumers.

Cenk Osman Or
107604014