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 *

* The full technique overview will be available soon. Contact us to register your interest in our business management platform, and learn all about Relationship Marketing.

Strengths, weaknesses and examples of Relationship Marketing *

* The business evidence section is for premium members only. Please contact us about accessing the Business Evidence.

Implementation, success factors and measures of Relationship Marketing *

* The business application section is for premium members only. Please contact us about accessing the Business application.

Relationship Marketing videos and downloads *

* The professional tools section is for premium members only. Please contact us about accessing the professional tools.

Relationship Marketing web and 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.

* The further reading section is for premium members only. Please contact us about accessing the further reading.