Relationsmarknadsföring via digitala kanaler : Fallstudie Xtended Business & Event

Sammanfattning: This study is conducted in Swedish. The way companies are working with marketing is constantly changing. The digital development is affecting the whole society and has enabled new ways of marketing. That makes it important to keep it up in a constantly changing world. A lot of focus is on developing and maintaining relationships. This qualitative case study aims to examine the subject relationship marketing and its meaning for companies in the event business. The focus is to find out how the marketing of relationships can be used through digital channels. The result is based on a case study of the event agency Xtended Business & Event. The purpose of this study is to examine the meaning of relationship marketing for the chosen company and to find out how they can use it as a strategy through their digital channels.Semi-structured interviews has been made to collect information from ten respondents where four of them works at the company we are studying, one is an existing client and five are potential customers. The study is built on the collection of theory from the subjects of relationship marketing and digital marketing and has together with the empiricism been put together in an analysis. The study shows that the company needs time and knowledge on how to develop and implement a relationship marketing strategy.