When is the relationship marketing approach the best for a marketing strategy?
By Michael Lowenstein, VP and Senior Consultant, Customer Loyalty Management, Harris Interactive
SearchCRM.com
When is the relationship marketing approach the right approach to take and when is the transactional marketing approach appropriate?
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.
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