Definition of Relationship Marketing
Relationship marketing is defined as a procedure of marketing that is developed from direct response-based marketing campaigns that lay emphasis on customer satisfaction as well as retention. Relationship marketing does not stress much over Sales transactions since its approach is more customer-centric.
The Internet and even Social Media have contributed immensely towards the growth of Relationship marketing. This is a marketing procedure that now even includes factors such as inbound marketing, Public Relations and Social Media Application and development.
Textbooks on Relationship Marketing
Relationship marketing is a technique that every marketer needs to posses knowledge about if he or she wants to have a great rapport with the customers for ever-boosting sales. Hence, marketers should refer to relevant textbooks based on Relationship marketing some of whose details have been stated as follows:
- Relationship Marketing: Theory and Practice edited by Francis Buttle (Published by SAGE – Year 1996).
- Relationship Marketing: Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention edited by Thorsten Hennig-Thurau and Ursula Hansen (Published by Springer Science & Business Media – Year 2000).
Examples of Relationship Marketing
Example 1: An interesting example of Relationship marketing can be the inbound marketing example of Search Engine Optimization alias SEO. In this form of marketing, marketers always keep tracking the performance of their brands over prominent Internet search engines. The performance depends upon the searching trends of the people who are served by the brand in their respective product or service markets.
Example 2: Another interesting example of Relationship marketing is PR alias Public Relations technique that is utilized by marketers to keep maintaining a follow-up to their customers after the sales of the product or service is done. This follow-up is done by marketers through emails, phone calls and mobile SMSs to keep in touch with the customers for improving the services of the brand.
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