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WHAT IS RELATIONSHIP MARKETING

"Relationship marketing is the ongoing process of identifying and creating new values with individual customers and then sharing the benefits from this over a lifetime of association. It involves the understanding, focusing
and management of ongoing collaboration between suppliers and selected customers for mutual value creation and sharing through independence
and organizational alignment."

(Gordon, Ian. 1998:9)

The reason behind choosing this definition for the relationship marketing is, this definition is trying to cover almost the maximum essence and meaning of relationship marketing. Gordon has presented it in very simple words. According to him the relationship marketing is an ongoing process in which an organisation identifies its customers and creates a relationship with them not only to gain profits but to share the......

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Approximate Word Count: 4018
Approximate Pages: 17 (250 words per double-spaced page)

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