Relationship Marketing Fundamentals:
Throughout the 1980s and 90s, traditional-based thinking came under increasing criticism. By the late1990s there was talk of the decline and even death of marketing as a subject(Brady and Davis, 1993;Doyle, 1995; Kashani, 1996; Gordon, 1998). While this might seem a little overdramatic, there is no doubtthat for many, a rethink was needed, as even the Chartered Institute of
Marketing admitted that: „the old
ways of marketing have become increasingly expensive, wasteful and ineff
So why, after so manyyears, was traditional marketing suddenly in the spotlight amid claims that it was failing? Basically, therewere four main strands: changing
market dynamics; an inflexible „tool box approach‟; the narrow scope of
traditional marketing and the stagnation of marketing as a subject area.Moreover, no one knows who (or how old) the next Highly Influential Customer will be, but Dell can stillthrive in a marketing environment in which companies like Dell have less control. They can do so bycreating a sound relationship marketing approach that builds trust throughout the relationship lifecyclethrough relevant and increasingly targeted communications, experiences and improvements. Peppersexplain
, “Relationship marketing can enable
Dell to cultivate that trust through supporters and advocateswho have their own interest in
Dell‟s continued success.”
The fundamentals of relationship marketingremain the same, whether new tactics involve messages dispensed over smart phones, on Facebook or intoregulatory mailings or billing statements. Paul Erickson,
Digital Cement‟s Vice President, Strategic
Growth, says the crucial elements of this approach include: Fig-1
Fundamentals of Relationship Marketing:
Relationship Marketing 3.0. (2009).
Thriving in Marketing’s New Ecosystem.
Available:http://www.digitalcement.com/CRM/pdf%5Cdigitalcementwp_092409_final.pdf. Last accessed 20 April 2012.