Relationship marketing

Relationship marketing was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes customer retention and satisfaction, rather than a dominant focus on sales transactions.

In the field of relationship marketing, the marketer is not a hunter but a farmer (ref. Varey, Richard J. Relationship Marketing: Dialogue and Networks in the E-Commerce Era, 2002.) and value creation is very

Being very well adapted to the dynamics of networks, relationship marketing is that marketing that fits the new paradigm of the networked society.  Adopting such an approach honors the ability of people to sift through for themselves the communications to which they give their attention. Such an approach is also driven by the formula derived by Grönroos (ref. Grönroos, Christian. “Relationship Marketing: The Nordic School Perspective.” In SAGE Publications, Inc. eBooks, 95–118, 2000. https://doi.org/10.4135/9781452231310.n4.), related to the so-called interaction cost and perceived value. much about the ability to let the individuals create their own meaning from the messages sent by the organization.

As a practice, relationship marketing differs from other forms of marketing in that it recognizes the long term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages. With the growth of the internet and mobile platforms, relationship marketing has continued to evolve and move forward as technology opens more collaborative and social communication channels.

This includes tools for managing relationships with customers that goes beyond simple demographic and customer service data. Relationship marketing extends to include inbound marketing efforts, (a combination of search optimization and strategic content), PR, social media and application development.