Learn About Relationship Marketing "The costs of retaining an existing customer is a fraction of the cost of attracting a new customer (Egan, 2004)."

Relationship Marketing

Concept Overview

Relationship Marketing Definition

Relationship marketing (RM) is a marketing philosophy of building relationships between brands and customers that will last a significant amount of time. To achieve this, companies should interact with customers on a regular basis and continue to give them reasons to remain faithful customers of the company (Solomon, 2006).

Relationship Marketing Description *

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Business Evidence

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Examples of Relationship Marketing *

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Business Application

Relationship Marketing Implementation *

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Professional Tools

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Further Reading

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Relationship Marketing References (4 of up to 20) *

  • Ahmad, R. and Buttle, F. (2001) Customer Retention: A Potentially Potent Marketing Management Strategy. Journal of Strategic Marketing, Vol. 9(1), pp. 29-45.
  • Blattberg, R.C., Kim, B.D. and Neslin, S.A. (2008) Database Marketing. Analyzing and Managing Customers. Springer, New York.
  • Bruhn, M. (2002) Relationship Marketing: Management of Customer Relationships. FT/Prentice Hall, Harlow, London and New York.
  • Egan, J. (2004) Relationship Marketing: Exploring Relational Strategies in Marketing. (2nd Ed.) FT/Prentice Hall, Harlow, London and New York.

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