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Relationship Marketing

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Relationship Marketing Definition

According to Vargo and Lusch (2004) marketing theory has shifted from the traditional framework of the marketing mix to the latest trend, Relationship Marketing (RM). Kotler and Keller (2006) define RM in the consumer sector as a strategy for establishing relationships with consumers that perpetuate well beyond the first purchase.

Relationship Marketing Description

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Relationship Marketing Examples

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Relationship Marketing Implementation

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Relationship Marketing Strengths

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Relationship Marketing Weaknesses

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Relationship Marketing Value Focus

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Relationship Marketing Life Cycle

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Relationship Marketing Sector Focus

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Relationship Marketing Web resources

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Relationship Marketing Print resources

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Relationship Marketing References

  • Anderson E. and Weitz B. (1992) The use of pledges to build and sustain commitment in distribution channels, Journal of Marketing Research, Vol. 29 (1), p.18.
  • Bruhn, M. (2003) Relationship Marketing: Management of Customer Relationships, Prentice Hall, UK.
  • Dwyer F. R. Schurr P. H. and Oh, S. (1987) Developing buyer-seller relationships, Journal of Marketing, Vol. 51 (2), p.11.
  • Egan, J. (2004) Relationship Marketing: Exploring Relational Strategies in Marketing, 2nd ed, Prentice Hall, UK.

There are up to fifteen original source references used to write the overview of Relationship Marketing. Please log in or subscribe to view the original source material our researchers used to write about this concept.

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Get the knowledge that you need on Relationship Marketing, get it quickly. From Relationship Marketing definition, description to lifecycle and value focus. Find out strengths and weaknesses with Relationship Marketing examples and case evidence. Need more than just an overview of Relationship Marketing? KnowledgeBrief have approved resources on the internet and in print on top of the list of up to 15 references used to write our concept overview

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