Growing relationship marketing’s role within Renault UK

Describes and outlines the reasons for Renault’s recent success in the UK new car market; the company’s market share has increased from 3.5 per cent to over 6 per cent in the period 1990‐1996. Analyses Renault’s distinguishing features from its brand competitors and shows how the company has capitalized on these, using the successful television advertising campaign for the Clio as an example. Describes how the company’s relationship marketing efforts are being led by the television advertising. States that Renault’s training and benchmarking programmes have also played a significant part.