Relationsmarknadsföring : En fallstudie av reklambyråer

Sammanfattning: Abstract The development of new economies from the industrial revolution to the information society of today has led to an increase in goods, services and information technology. It has also affected the way that organizations are formed and shown that organizations transform more and more into networks. This has left an impact on the concept of marketing and an increase in the handling of internal relations within companies. The marketing concept has developed from the 4P:s, price, place, product and promotion, to relations marketing as a new perspective. This study focuses on a description of relations marketing in medium - sized advertising agencies. The advertising business has a long history of close customer relations and advertising agencies strongly depend on new customers. A problem that exists in a relation between the two is mainly lack of loyalty from the customer. The income of an agency depends on whether or not the co- operation with a customer is successful, and it’s a delicate relationship, mainly built on trust. Advertising agencies are flat organizations with creative personnel, but with no real strategic tools. It is hard to use strategies when it comes to tailor made solutions that advertising agencies offer. An agency’s task is not to define a customers’ needs, but to meet those needs. We have used books and scientific articles in this study that concern the chosen subject. We have also done a case study based on interviews from two medium- sized agencies in Stockholm. The existing theories within relations marketing are borrowed from Gummesson, Coviello and Grönroos, and Mintzberg within the term of strategy. In the analysis the empirical information that we gathered was used to apply on the chosen theoretical synthesis. The conclusion is that advertising agencies mainly apply interactive relations marketing, but also network marketing in some cases. The strategies applied in agencies are mostly emergent, and not deliberate.