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Relationship Marketing and Traditional Marketing - Dissertation Example

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The research paper “Relationship Marketing and Traditional Marketing” focuses on a type of marketing developed from direct response marketing campaigns carried out in the 1970s and 1980s which emphasizes customer retention and satisfaction, rather than a dominant focus on point-of-sale proceedings…
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Relationship Marketing and Traditional Marketing
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Download file to see previous pages Relationship marketing concerns to a long-term and mutually beneficial arrangement wherein both the buyer and seller focus on value improvement with the goal of providing a more satisfying exchange. This access attempts to transcend the simple purchase-exchange method with a customer to make more meaningful and richer contact by providing a more holistic, personalized purchase, and use the expenditure experience to create stronger ties.
According to Liam Alvey (Berry 2001, p 146), relationship marketing can be used when there are competitive product choices for customers to choose from; and when there is an ongoing and periodic will for the product or service.
The practice of relationship marketing has been alleviated by several generations of customer relationship management software that allows tracking and examining each customer's preferences, activities, tastes, likes, dislikes, and complaints. For instance, a newspaper asserting a database of when and how repeat customers buy their newspaper, the options they choose, the way they finance the purchase etc., is in a strong position to develop one-to-one marketing extends and product benefits. Relationship marketing depends upon the communication and accomplishment of consumer requirements solely from existing customers in a mutually beneficial exchange usually involving permission for contact by the customer through an "opt-in" system. ...Download file to see next pages Read More
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