When is the relationship marketing approach the best for a marketing strategy?
When is the relationship marketing approach the right approach to take and when is the transactional marketing approach appropriate?

    Requires Free Membership to View

    Login

    When you register, you'll begin receiving targeted emails from my team of award-winning editorial writers on the latest customer relationship management (CRM)and call center technology issues today. Our goal is to keep you informed on the hottest issues facing this fast-changing industry.

    Hannah Smalltree, Editorial Director

    By submitting your registration information to SearchCRM.com you agree to receive email communications from TechTarget and TechTarget partners. We encourage you to read our Privacy Policy which contains important disclosures about how we collect and use your registration and other information. If you reside outside of the United States, by submitting this registration information you consent to having your personal data transferred to and processed in the United States. Your use of SearchCRM.com is governed by our Terms of Use. You may contact us at webmaster@TechTarget.com.

Relationship marketing, in my view, is always preferable to transactional marketing. Why? Relationship marketing will build on both emotional and rational value provision, and is more likely to create differentiated, longer-term, higher-profit engagement with customers. Transactional marketing tends to be very passive, reactive, tactical and, especially, commoditized and more driven by functional, rational elements of value delivery.

This was first published in April 2007