Relationship marketing is a strategy designed to foster customer loyalty, interaction and
long-term engagement. This customer relationship management (CRM) approach
focuses more on customer retention than customer acquisition.
Relationship marketing is designed to develop strong connections with customers by providing
them with information directly suited to their needs and interests and by promoting open
communication. This approach often results in increased word-of-mouth activity, repeat business and
a willingness on the customer’s part to provide information to the organization.
Relationship marketing contrasts with transactional
, an approach that focuses on increasing the number of individual sales. Most
organizations combine elements of both relationship and transaction marketing strategies.
See also: direct
This was last updated in September 2010
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