Relationship Marketing


The concept explains what relationship marketing is and describes the key principles upon which it is based. It offers the tools, strengths and success factors that will help organisations to tackle many issues relating to customer relationship management.

Technique Overview

Relationship Marketing

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

Relationship Marketing Strengths *

Relationship Marketing Weaknesses *

Examples of Relationship Marketing *

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Business Application

Relationship Marketing Implementation *

Success Factors of Relationship Marketing *

Measures of Relationship Marketing *

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Professional Tools

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Further Reading

Relationship Marketing Web Resources *

Relationship Marketing Print Resources *

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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