marketing approach which is based on networks , interactions and relationships.  Relationship marketing is the process of attracting, maintaining, and enhancing relationships with key people. 


service quality  Customer retention studies  Industrial marketing (B2B)  Industrial networks  Supply chain management  Total quality management

term sustainable relationships , primarily with customers, but also with suppliers , partners, employees, and others who might affect the firm¶s business.  The idea that everyone is a winner.  Recognizing that all parties can be active.  Service values not µ bureaucractic legal values¶. 

Suppli r r l ti s ips G s suppli rs Ser ice suppliers Exter l rel ti s ips Competitors Alli ces Gover ments

Internal relations ips Employees Functional departments Internal usiness units

FI M Customer rel tions ips Intermedi te customers Final customers



Classic market relationships 1.supplier-customer 2. supplier-customer-competitor 3.distribution channels Special market relationships 4.full-time marketers-part-time marketers 5.customer-service provider 6.many-headed customer many-headed seller 7.supplier-customer¶s customer 8.close versus distant relationships 9.dissatisfied customers 10.monopoly relationships 11.customer as µmember¶ 12.electronic relationships 13.relationships to symbols and objects 14.non-commercial relationships relationships relationships 17.criminal networks



Mega relationships 18.personal and social networks 19.the real customer does not always appear in the market place 20.alliances change market mechanism 21.the knowledge relationship 22.mega alliances change market conditions 23.mass media relationships Nano relationships mechanism are brought inside the company 25.internal customer relationships 26.quality relationships between operations and marketing 27.relationships with the employee market 28.two-dimensional matrix relationship 29.relationship to external providers of marketing services 30.owner-financial relationships


Meeting customer requirements Customized communication s

Trust and belonging

Mass cusomization

Personal and social network

Businees networks

T e personal touc Customer interactio n Personal service

Implementation of the principles of relationship marketing through the management of customer data and use of technology.  Customer relationship management break into two basic areas : ` enhancing the customers¶ overall experience of the organization; ` getting closer to those customers who represent the greatest profit potential.  


of relationships  Choice of relationships  Structures and systems for relationship Marketing  Implementing relationship marketing  Monitoring and control of relationships 


significance of new technology  Developing an integrated customer approach  Implications for marketers  Customers will be a driving force  Relationship marketing ± a paradigm shift

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