Repository Universitas Pakuan

Detail Karya Ilmiah Dosen

Sufrin Hannan

Judul : Analysis Relationship Marketing Orientation (RMO) and Brand Equity in B2B Market
Abstrak :


Transaction based marketing has dominated the marketing world for more than four decades. With the globalization of business today, there has been a change in trend from the marketing paradigm of using marketing mix to Relationship Marketing. The focus of Relationship Marketing is to maintain a mutually beneficial relationship between sellers and buyers. The purpose of this review is to look at the relationship between Relationship Marketing Orientation (MRO) and Brand Equity. Based on the literature review, there are 3 keys to driving Relationship Marketing, namely: Brand equity, Value and Relationship Equity where brand equity has a more important role than the others because it creates competitiveness. The Relationship Marketing Orientation component has a positive effect on Brand Equity. Based on this and systematic research on industrial markets or business-to-business (B2B) markets that mostly use the concept of relationship marketing orientation. Models and hypotheses are made that the component of Relationship Marketing are trust, bonding, communication, shared values and empathy on B2B markets have a positive effect on brand equity. 

GSJ: Volume 7, Issue 9, September 2019 ISSN 2320-9186 

Tahun : 2019 Media Publikasi : Jurnal Internasional
Kategori : Jurnal No/Vol/Tahun : GSJ Issue 9 / 7 / 2019
ISSN/ISBN : 2320-9186
PTN/S : Universitas Pakuan Program Studi : MANAJEMEN
Bibliography :


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