3. Relationship marketing
Bringing quality, customer service and marketing together a return to
the true marketing concept
Characteristics:
- Focus on customer retention
- Orientation on product benefits
- Long time scale
- High customer service emphasis
- High customer commitment
- High customer contact
- Quality is the concern of all
- Involves extending the marketing mix into quality and service areas
with marketing driving
- Ultimate expression: true partnership in a common goal satisfaction
cause
(after Christopher, Payne and Ballantyne)
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