Relationship marketing

Table of contents

Abstract         i

1. Introduction         1

2. The Evolution of descent Marketing         1

2.1 A range shift         1

2.2 Defining descent management         2

3. Levels of the race         3

4. Prerequisites for the descent         5

4.1 Commitment Trust Theory         5

4.2 The value concept         6

5. The Benefits of Relationship Marketing         7

5.1 Organisational benefits         7

5.2 Customer Benefits         7

6. Managerial Implications         9

7. Conclusion         9

List of references         11

List of tables.................................................................

Table 1................................................................................. 4

Table 2..................................................................................8

1. Introduction

Relationship Marketing (RM) has compete a significant role in shifting the emphasis of market during the past two decades. The purpose of this account is to show the underlying theory behind RM and discuss its evolution as a youthful marketing paradigm. More importantly, the scope of this paper will be limited to the benefits received by the guest and the organisation resulting from a successful relationship. A review of RM belles-lettres is presented, followed by a discussion on the implications associated with RM.

2. The Evolution of Relationship Marketing

2.



1 A paradigm shift

Marketing literature consistently attributes the coining of the term Relationship Marketing to Leonard Berry. Berrys concept of RM came of age in 1983 when he proposed that the service of process of existing customers was just as important to an organisations success as attracting new ones (Berry, 1983). Prior to Berrys (1983) paper popular literature in regards to marketing almost exclusively covered the attraction of new customers to an organisation. A shift away from this paradigm was becoming more and more obvious by the mid 1970s and was reflected in Richard Bagozzis (1975) paper, which began to hang at the importance of exchange relationships. Bagozzi (1975, p.32) noted that contemporary marketing literature dealt exclusively with restricted or gives to and receives from exchanges where the retailer attempts to...

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