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Introduction The car industry has seen a huge growth, especially from the overseas market, such as Hyundai, as low cost economies and the use of new technologies are rapidly changing the way in which this sector meet customer demands. This assignment looks at MG Rover and the concepts of customer loyalty, Customer relationship marketing and the market in which they operate. Customer Relationship Management and Business Relationships Customer relationship management has become an important focus in the marketing of the car industry. Customer acquisition and retention has become top management priorities in this sector. The introduction of e-commerce and the Internet has brought new channels for sales and another means of gathering customer information. CRM however has always been important as a marketing concept and has emphasised the importance of building a long term relationship with customers, there has been a shift from transactional marketing to relationship marketing which focuses on issues such...

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