Relationship Marketing - Essay Example

Only on StudentShare

Extract of sample
Relationship Marketing

The affiliates include the employees, customers, suppliers and distributors. He argues that, it is healthy for a business to establish a strong foundation that will retain its customers rather than trying to acquire new customers every time.
Relationship marketing according to Kanagal (2009) is a philosophy to change the eager customer behaviours and the implementations taking consideration of what the customers think about the company and what the employees should know about the customers. He adds that business should dwell on identification, establishment, enlargement, maintenance and modification of relationships with customers thus building both history and future.
According to the definitions, relationship marketing entails taking consideration of the channel to acquire new customers, nurturing and satisfying their needs. In satisfying customer’s needs, companies are able maintain their customers rather than trying to convince and attain new customers. It is clear that a good relationship with and knowing what they need fosters success in business.
In general, RM can be defined as a channel towards business success developed through building a strong foundation that maintains the stakeholders of the business. The channel considers engaging customer requirements, preference and tastes in an effort to deliver the best services that will retain them and create a bright future of the business.
Relationship marketing helps in building knowledge, preference and trust factor in customers. In the current world of technology, there is the luxury to know and decide on whom to trust in every purchase. Businesses need to step extra mile to create know, like and trust factor system (Morgan & Hunt, 1994). The system can be achievable through consistent activeness on social media networks, offline networks and websites. Responses and ability to interact with customers helps build a strong platform for the ...Show more


According to Kotler (2003), relationship marketing refers to the practice of developing a long term satisfying relations with suppliers, customers and distributors in order to maintain their long-term preference to the business. The ultimate result of relationship marketing is…
Author : ehermiston
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Relationship Marketing"
with a personal 20% discount.
Grab the best paper

Related Essays

Relationship Marketing Term Paper
Relationship marketing seeks to comprise and incorporate consumers, merchants and other business associates into a company’s progressive and marketing activities. It is a strategy which is aimed to raise customer loyalty, collaboration and long run commitment.
4 pages (1000 words) Term Paper
Services and Relationship Marketing
Classical economists argue that goods are value objects, which rights of ownership could be well-known and or exchanged. Services are within and around people while the people are the consumers to the services.
7 pages (1750 words) Essay
Relationship Marketing, Electronic Marketing and Integrated Marketing Communications
5 Effect of Relationship Marketing 5 Example of Relationship Marketing 6 Effect of Electronic Marketing 6 Example of Electronic Marketing 7 Effect of Integrated Marketing Communications 7 Example of Integrated Marketing Communications 8 Overlapping of Relationship Marketing, Electronic Marketing and Integrated Marketing Communications 8 How Does Marketing Help People’s Nuances?
7 pages (1750 words) Assignment
CONCLUSION Relationship Marketing has gained a dominant position in marketing and business literature. Its importance can be gauged from fact that form of relationship marketing as Customer Relationship Marketing (CRM) is now being identified as strategic goal in business (Jang, 2010).
7 pages (1750 words) Essay
Research Review Report for Services and Relationship Marketing
Market forces such as globalization, technological advancements, shifting consumer needs and increasing demands, in addition to pressures of increased competition, and product and/or service homogeneity have necessitated the adoption of strategic relationship marketing.
6 pages (1500 words) Research Paper
Service and relationship marketing
The author discusses theories and practical applications of service blueprint with respect to the organisation. Subway will have five components all together performing front stage and back stage operations. The elements of Subway’s physical evidence include exterior facilities, interior facilities and signage.
11 pages (2750 words) Essay
Relationship Marketing
In this perspective, many companies are facing the dilemma of how to conduct their business. Discarding traditional marketing strategies entirely will be almost impossible as it has been used for ages. However, the organisations are also in dire need of new strategies, not only to increase growth but also to maintain relationship with its customers.
11 pages (2750 words) Assignment
Find out how much would it cost
to get a custom paper written by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email