Relationship Marketing

Relationship Marketing

Relationship Marketing

Relationship Marketing

Though it was first coined by Berry (1983) in the United States, relationship marketing as a term was not commonly used until the latter part of the 1980s. The term relationship marketing emphasises variables and processes such as trust, commitment, social norms, and so on. The key structural issue in relationship marketing stems from its raison d’etre: exchanging resources to provide mutual benefits and thus achieve mutual goals, which differentiate it from the conventional view of marketing, offered by American Marketing Association (1985) which involves the integrated analysis, planning and control of the ‘marketing mix’ variables (product, price, promotion, and distribution) to create exchange and satisfy both individual and organisational objectives.

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