Customer relationship management in a fashion independent retailer environment; Operationalization and Application 2014 (English)Independent thesis Advanced level (degree of Master (Two Years))Student thesis

Abstract [en]

The purpose of this study is to explore the different marketing techniques accessible to fashion independent retailers and aiming to strengthen their customer relationship and attract/create a community. It also focuses on understanding the applicability and operationalization of customer relationship management marketing techniques in a specific context, here, a fashion independent retailer.

Place, publisher, year, edition, pages

University of Borås/Swedish School of Textiles , 2014.

Series

Masteruppsats ; 2014.11.08

Keywords [en]

Fashion independent retailers, customer relationship management, customer relationship, brand community, consumer, community, knowledge sharing, relationship building, community building, postmodernism, tribal marketing, people-to-people, service, dominant logic

National Category

Design

Identifiers

URN: urn:nbn:se:hb:diva-17988Local ID: 2320/14049OAI: oai:DiVA.org:hb-17988DiVA, id: diva2:1309901

Note

Program: Master programme in Fashion ManagementAvailable from: 2019-04-30 Created: 2019-04-30 Last updated: 2025-09-24

Open Access in DiVA

By organisation

Swedish School of Textiles

On the subject

Design

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