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- No of Pages: 94

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Introduction:

Abstract

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Table of Content

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Introduction

1.1 BACKGROUND OF THE STUDY



According to Kotler P. (2010:215), Relationship marketing was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes customer retention and satisfaction, rather than a dominant focus on sales transactions. He then define relationship marketing differs from other forms of marketing in that it recognizes the long term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages.



With the growth of the internet and mobile plateforms, relationship marketing has continued to evolve and move forward as technology opens more collaborative and social communication channels. This includes tools for managing relationship with customers that goes beyond simple demographic and customer service data. Relationship marketing extends to include inbound marketing efforts ( a combination of search optimization and strategic content), public relation, social media and application development.



Relationship marketing is a broadly recognized and widely implemented strategy for managing and nurturing a company’s interaction with clients and sales prospect. It also involves using technology to organize, synchronize business processes (principally sales and marketing activities) and most importantly, automate those marketing and communication activities on concrete marketing sequences that could run in autopilot (also known as marketing sequences). The overall goals are to find attracted and win new clients, nurture and retain those the company already has entice former clients back into the fold and reduce the cost of marketing and client services.



According to Armstrong G (2006: 201) Relationship marketing refers to a short term arrangement where both the buyer and seller have an interest in providing a more satisfying exchange. This approach tries to disambigiously transcend the simple post purchase exchange process with a customer to make more truthful and richer contact by providing a more holistic, personalized purchase and uses the experience to create stronger ties.



According to Adirika E.O and Ayionu S. O (2009:115) Relationship marketing can be applied when there are competitive product alternative for customers to choose from and when there is an ongoing and periodic desire for the product or services thus, relationship marketing migrated back into direct mail, allowing marketers to take advantage of the technological capabilities of digital, toner-based printing presses to produce unique, personalized pieces for each recipient through a technique called “variable data printing.