Relationship Marketing Term Paper Example | Topics and Well Written Essays - 1000 words

Relationship Marketing - Term Paper ExampleThe barrier paper Relationship Marketing talks about the strategies to develop strong associations with customers through providing information which matches their requirements and desires.In the business viewpoint, relationship marketing is concerned with appealing, development and retaining customers relations. Relationship marketing is based on developing a mutually advantageous exchange between industry associates.The growth of relationship marketing was accelerate by the literature of management advisors. The present concept of relationship marketing drifted from organizational behavior and industrial marketing where reliance among organizations has been the basis for a successful business to business coalitions. According to Iacobucci and Hibbard, the relationship in commerce can be of three kinds, which are profession Marketing Relationships (BMR), Interpersonal Commercial Relationships (ICR), and Business to Customer Relationships (B-to-C). In BMR the business associations are characterized by long-standing, close and deep connections between sanely symmetric associates. BMR requires assurance, faith, and reliance in understanding business relations. ICR is characterized by the relationships between service organizations and nullify users. ICR can occur between two relatively balanced associates and it is long-term in nature. The consequences of effective ICR complicate increased satisfaction and productivity. Finally, B-to-C is demarcated by technology oriented relations among business and individual consumers.