事例研究「劇団ふるさときゃらばん」:地域需要開拓への関係性マーケティング戦略の実践
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概要
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Relationship marketing is an emerging marketing concept with a focus on long-term relationship between a company and its customers. This paper examines a case of Furusato Caravan, an arts company, which uniquely practices relationship marketing. After briefly reviewing previous articles, Caravan's management control system and customer relationship strategies are discussed. Follows the interview with their unique supporters' club members: small and medium-sized company owners in Tokyo, an active local supporter, and a community leader in a suburb of Tokyo. Then implications towards area marketing strategy are drawn. Limitation and future research issues are suggested in the end.
- 文化経済学会〈日本〉の論文