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Relationship marketing is a form of marketing developed from direct response marketing campaigns that emphasizes customer retention and satisfaction rather than sales transactions. [ 1 ] [ 2 ] It differentiates from other forms of marketing in that it recognises the long-term value of customer relationships and extends communication beyond ...
Christian Grönroos (born 16 January 1947) is a Finnish academic known for his foundational contributions to the fields of service [1] [2] and relationship marketing. [3] His research interest is to "develop marketing based on a service logic: promise management and marketing; transforming manufacturing into service business."
Download as PDF; Printable version; ... Pages in category "Customer relationship management" ... Relationship marketing; Customer retention;
The concept of relationship marketing (RM) was established by marketing professor Leonard Berry in 1983. He considered it to consist of attracting, maintaining and enhancing customer relationships within organizations. [2] In the years that followed, companies were engaging more and more in a meaningful dialogue with individual customers.
CRM systems for eCommerce focus on marketing automation tasks such as cart rescue, re-engaging users with email, and personalization. Customer-centric relationship management (CCRM) is a nascent sub-discipline that focuses on customer preferences instead of customer leverage.
Created Date: 8/30/2012 4:52:52 PM
outscored men on “nurturing” competencies such as relationship building and developing others, women outscored men most significantly on “takes initiative,” “practices self-development,” “displays high integrity and honesty,” and “drives for results.”25 A better diversity climate is related to lower intent to leave.
One of the most prominent reasons for relationship marketing comes from Kotler's idea that it costs about five times more to obtain a new customer than to maintain the relationship with an existing customer. [74] A relationship marketing approach seeks to maximise the value of all the potential exchanges an organisation could have into the future.