Relationship Marketing - Term Paper Example

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Relationship Marketing

In relationship marketing organizations emphasize on developing strong associations with customers through providing information which match their requirements and desires. In the business viewpoint, relationship marketing is concerned with appealing, developing and retaining customers’ relations. Relationship marketing is based on developing a mutually advantageous exchange between industry associates (Sheth, n.d.). Nature of Relationship Marketing The growth of relationship marketing was accelerated by the literatures of management advisors. The present concept of relationship marketing drifted from ‘organizational behavior’ and ‘industrial marketing’ where reliance among organizations has been the basis for successful business to business coalitions. According to Iacobucci and Hibbard (1999), relationship in commerce can be of three kinds, which are: “Business Marketing Relationships” (BMR), “Interpersonal Commercial Relationships” (ICR), and “Business to Customer Relationships” (B-to-C). In BMR the business associations are characterized by long-standing, close and deep connections between fairly symmetric associates. BMR requires assurance, faith and reliance in understanding business relations. ...Show more

Summary

Relationship Marketing Table of Contents Relationship Marketing 1 Table of Contents 2 Introduction 3 Nature of Relationship Marketing 4 Why Organizations use Relationship Marketing? 4 6 i's of Relationship Marketing 6 Factors that Manipulate Success of Relationship Marketing 7 Conclusion 9 References 10 Bibliography 12 Introduction Relationship marketing is an evolving trend in modern marketing practices…
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