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Relationship marketing

Relationship marketing

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Published by Nishant Kumar

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Published by: Nishant Kumar on Mar 09, 2011
Copyright:Attribution Non-commercial

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07/11/2013

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prof. pherwani 1
Relationshipmarketing
Prof. pherwani
 
prof. pherwani 2
Coverage
1.
Conceptual foundation of relationship marketing-evolution of relationship marketing-its
significance inIndian context
2.
Relationship marketing of services
vs.
Relationshipmarketing in consumer markets
3.
Buyer-seller relationships
4.
Relationship marketing in mass markets-relationshipmarketing and marketing strategy 
5.
Relationship marketing & distribution channels
6.
Role of IT in building maintaining and enabling relationships
7.
Customer profitability design and analysis
 
prof. pherwani 3
Introduction to relationships
Intuitively human beings & primates inclined to be inrelationships with others of the species-the disciplines of sociology & anthropology are essentially on this premise.
o
in personal relationships people tend to forego the opportunity toexercise continual choice and instead commit themselves to aparticular person for relationship over time-true in dating,marriage, best friends, mentoring, apprentices, business partners,associates.
o
This is also essence of learning behavior.
o
Memory as a relevant construct of relationship marketing isapplicable to both from customer’s perspective & marketer’sperspective-
organizational memory is key characteristic of RM
-in which a firm retains all relevant information aboutconsumers to use it as a guide for future interactions
-theessence
 
of a learning organization is creation & effectiveuse of organizational memory- Senge

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