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What is Relationship Marketing

Handbook of Research on Enterprise 2.0: Technological, Social, and Organizational Dimensions
Part of marketing strategy focused on the tasks necessary to build, develop and maintain long-term relationships with key stakeholders.
Published in Chapter:
Impact of 2.0 on Contemporary Marketing
Dora Simões (University of Aveiro, Portugal) and Sandra Filipe (University of Aveiro, Portugal)
DOI: 10.4018/978-1-4666-4373-4.ch020
Abstract
Contemporary marketing recognizes the scope and complexities of marketing activities. It is a multidimensional and a dynamic concept, known as holistic marketing, that asks and allows for the support systems in order to permanently connect to the parties, to create value and long-term relationships among all. In this context, this chapter presents a wide review about conceptualization of relationship marketing and its evolution and integration within the broader concept of contemporary marketing. It highlights that the development of a program for implementing and managing a successful Customer Relationship Management (CRM) system is an essential part of a strategic contemporary marketing plan. Additionally, it is imperative to assess it to better demonstrate its success or failure. The metrics to do this are also revisited in this chapter. Still, the emerging capabilities of CRM systems using Internet technologies are putting tremendous challenges on organizations and their human resources. Reference is made to some social media tools that can be a cheap and useful support in marketing strategies.
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More Results
From Courtship to Marriage in Marketing
The dominant approach in marketing starting from the 1990s that focuses on developing strategies of maintaining the customers into a continuous relationship with the enterprise by adhering to a common set of values explicitly advertised by the respective company (illustrated in the present chapter by the metaphor MARKETING IS MARRIAGE).
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Cross-Sector Partnerships and Relationship Marketing in Healthcare: The Example of Fairy Tale Therapy in Children's Hospitals in Poland
Is a relationship management strategy that emphasises customer, patient, etc. satisfaction and loyalty.
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Tools and Techniques Used for Customer Relationship Management: Review and Case Studies
It is to uphold a healthy relationship with existing clients instead of creating new ones. Moreover, relationship marketing builds and maintains a base of faithful customers who are beneficial for the company.
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A Relationship Marketing Strategy in Brand Communication: Influencer Marketing Strategy
A strategy that provides company to establish long-term interactive relationships with its target audience. Company continuously desires to generate value for the customers.
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From Personalisation to Satisfaction: New Communication Strategies in Web Marketing
It is a form of marketing developed from direct response marketing campaigns that emphasizes customer retention and satisfaction. The goal of Relationship Marketing is to create a lasting relationship with the customer, rather than just a one-time transaction. Thus, it aims to build loyalty and trust with the customer, providing a high level of service and customer support before, during and after the sale.
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Digital Loyalty Programmes: Pull Strategies in B2B Channel Marketing
Marketing efforts designed to establish, retain and enhance long-term relationships with a firm’s existing customers to increase profitability ( Grönroos, 1994 ; Peterson, 1995 ).
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Social Marketing in Healthcare
A view of marketing that emphasizes relationships and service as a means to gaining value.
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Customer Responses to Arts Festivals: The Effects of Relationship Marketing on Cultural Activities
As a form of marketing efforts for attracting, maintaining, and enhancing customer relationships by emphasizing customer retention and satisfaction.
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Creating Relationships Based on Emotional Bonds With Generation Y in Virtual Environment: A Mediating Role of Gender
The process of consistently using up-to-date knowledge of individual clients in order to create, communicate and provide value ideally suited to their needs and motivating customers to return to the company and make future purchases. These measures lead to building, development and maintenance of mutually beneficial loyalty relationships between market entities and their clients that are based on trust and understanding.
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Relationship Marketing Through Virtual Reality and Augmented Reality
A component of customer relationship management (CRM) that focuses on log-term relationships between the firm and other stakeholders (mainly customers).
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Mutual Value in Business Relationships
Research field dealing with the relationships between suppliers and customers according to such diverse perspectives as those of the economy, the psychology, and the sociology. It prioritizes relational, long-term exchanges, instead of transactional, short-term exchanges.
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Customer-Centric Marketing in the European Union from a Legal Perspective
Form of marketing pursuing consumer retention by customising a company’s offers, advertisements and services according to the purchasing profile of each customer.
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Customer Relationship Management (CRM): A Dichotomy of Online and Offline Activities
The practice of marketing to new as well as existing customers to enhance the relationship between company and consumer.
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Relationship Marketing on Public Social Software Platforms in the Airport Industry: The Case of Facebook
Marketing based on interactions within a relationship network with the purpose to create reciprocal value.
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The Role of Technologies in Relationship Management and Internal Marketing: An Approach in the Health Sector
Relationship marketing corresponds to marketing work focused on the relationship with customers and suppliers.
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Marketing in Social Enterprises: The Role of Value Creation Through Relationship Marketing
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Advergames and Children
The use of different marketing strategies to sell their products and services by building and maintaining cordial relationship with the customers.
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Customer Knowledge Management (CKM): A Way to Increase Customer Satisfaction
Is marketing activities that aimed to develop and manage a long-term relationship with customers and extend the relationship further than advertising and sales promotional messages.
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Communication and Marketing in the Fight Against Racism in the Sports Context: A Theoretical Reflection on European Football
Relationship marketing corresponds to marketing work focused on the relationship with customers and suppliers.
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Smart Marketing: A Multi-Stakeholder Review of Implications for Sustainable Business Practice
Refers to creating long-term and mutually beneficial relationships with customers and other stakeholders, such as suppliers, distributors, employees, and competitors ( Grönroos & Voima, 2013 ).
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Stakeholder Network, Relationship Marketing, and Business Model
The creation, development and maintaining of a sustainable exchange relation.
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The Influence of Tourist Characteristics on the Perceived Quality of Hostels in Portugal: An Exploratory Study
Relationship marketing corresponds to marketing work focused on the relationship with customers and suppliers.
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Relationship Marketing and Communication as a Driver of Fundraising Loyalty and Success in Non-Profit Organizations: A Theoretical Perspective
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