fINAL Presentation Relationship-marketing (1)

7/28/2019 fINAL Presentation Relationship-marketing (1)

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Relationship Marketing

TABLE OF CONTENTS

1. Executive Summary ----------------------------------------3

2. Introduction ------------------------------------------------ 43. Transactional Marketing ---------------------------------- 4

i. Marketing Mix -------------------------------------5

ii. Is Transactional Marketing Valid Today? ----- 5

4. Relationship Marketing ----------------------------------- 6

i. Strengths of Relationship Marketing ----------- 9

ii. Six Market Model --------------------------------- 9

5. Transactional v/s Relationship Marketing ------------- 10

6. Customer Relationship Management ------------------- 12

i. Strategic CRM ------------------------------------ 13

ii. Operational CRM -------------------------------- 13iii. Analytical CRM ---------------------------------- 15

7. Impact of CRM on Marketing and Operations -------- 15

Of Organizationi. Customer-Centric ---------------------------------17

ii. One-to-one Marketing --------------------------- 17

8. Conclusion ------------------------------------------------- 18

9. Bibliography ----------------------------------------------- 19

AIOU/AIMS/Shaheenshad/AM552069


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Executive summary

Transactional marketing and relationship marketing a two different approaches taken bythe marketers for the marketing and promotion of the organizations products and

services, but the main difference between these two approaches is; transactional is wholly

concerned about the promotion and selling of the product with little or no concentrationover customer value and satisfaction, and try to make new customer every time, on the

other hand relationship marketing is all about building and maintaining the long-term

customer relationships, creating a sense of loyalty by providing the valued product andservices for mutual benefits. CRM is a technology-based system of marketing where

organizations come into contact with their long-term customers, and organizations try to

provide their customer with valued product and services. Satisfied and customer

promotes the organizations name and could also get the referrals. Organizations with who

has a relationship marketing approach doesnt really have a threat of their customerswitching to the competitors and have a competitive edge over rivals. With the

implementation of CRM system with in the organizations, firms have to face a little bit ofproblems with their marketing strategies and operations but in a longer run it provides a

substantial growth in the revenues and lower the expenses occurred on creating new

customer each time, and organizations enjoy growth in profits each year, because its beensaid that 80% of the organizations business comes from 20% of the customers, those

customer who are repurchasing (Satisfied customer).



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Introduction

Marketing is in the process of evaluation. No any universally approved definition of

marketing has been given as yet. The old definition of marketing was only defining it as aprocess of buying and selling, but now the focus is being shifted from its buying and

selling perspective to it being more customers focused and described as the art of

creating and maintaining customers. (J Oshaughnessy, 1995, Pg4)

Previously marketers focused on the transactional marketing to make transactions for the

company but now marketers seems more aggressive about the relationship marketingwhere marketers try to bind the customers in a long-term relationship to gain long term

profits and save expenses occurred on creating new customers. Relationship marketing

plays a vital role in the growth of the organization. Customer relationship marketing is

the key component of the marketing strategy. These all topics would be discussed deeply

in the later part of the discussion.

Transactional marketing

Transactional Marketing is also known as Traditional marketing. Transactional marketingis a marketing approach, which mainly focuses on the single sale formula, pushing the

sales through mass marketing and promotions of the product. Orientation on product

features, rather planning for the longer run of the product in the market; it is based on theshort time scale, with little or no emphasis on customer services. This employs pull

technique, producing the product with quality as a primary concern, and satisfying the

customers needs and wants without building any relationship with them.

Transactional marketing focuses on maximizing the profit of the company by recruitingmore and more customers to purchase the firms product.

(M. W. Vilcox, T. O. Mohan, 2007, Pg 53)

In this changing world of technology and emergence of many new modes in the

marketing, like, E-marketing and online marketing, Traditional marketing still holds

control of many of the corporates. Transactional marketing is mostly about forwarding

the message focused on advertising and promoting the product, with a view that moreproducts would be sold if huge number of people knows the product.

For Example: a day-to-day example of transactional marketing could be a phone callmade to the physician to get some therapeutic recommendations. It is being viewed as a

single event or one among the series of event taking place that day. A pharmacist, who is

having a transactional viewpoint, would be concerned about completing up the call and



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keep going on with the work. He doesnt pay any attention or importance to the out

comes of the call then the desire to conclude it quickly.

Or we can think about a sales agent who is being given commission for each sale he

makes. The sales man tries to persuade the customer to buy the product by describing the

benefits of the product, and sales the product and then never gets back to the customer.

Transactional marketings Marketing Mix

The factors marketers consider before the launch of any product or service into themarket. This marketing mix or 4ps were put together by Jerome McCarthy, which

consists of the four components:

1. Product2. Price

3. Promotion

4. Placement

According to McCarthy Product captures the 1 st place in the mix, with its production andmanagement. Second comes the Price, with a process of fixing the right and affordable

price for the product. Then comes the advertising, branding, packaging of the product,

which is included in the promotion of the product. Last but not the least component of the

marketing mix is Placement of the product, to make it in reach of the customers. All thesefour components are kept into mind before and planned really well by the marketer

before throwing the product into its launch.

Is transactional marketing valid today?

As the world changes its operations gets faster pace, its better to acquire the trend.

Transactional marketing, say many analysts, fails to work in todays world.

J. Blackwell, 2008. Overview of Traditional Marketing. Ezine Articles, business category

Available from http://ezinearticles.com/?Overview-of-Traditional-Marketing&id=374128

(accessed on March 14th 2009)

New technologies such as Internet, Phone and other handheld devices are the greatest

innovations, and have became few of the most important needs of human being and thosethings have helped the marketers to build a dialogue with the customers which was

http://ezinearticles.com/?Overview-of-Traditional-Marketing&id=374128http://ezinearticles.com/?Overview-of-Traditional-Marketing&id=374128


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previously not easy. Not even companies but consumers too are increasingly using those

communication tools to take care and control of their relationships with those companies

whom they buy their products from.Tim kitchin says,

The certainties of the transaction age are being replaced by the subtleties of therelationship age.

(Anonymous, 2008)Available at http://www.theidm.com/resources/idm-insights/transactional-marketing-is-

dead-long-live-relationship-marketing/

[Accessed on 25th of March]

Relationship marketing

Its true that any business, which focuses on customer satisfaction stay in the market forlong. Successful organizations never go wrong with their customers demands, and

keeping the record of those needs and demands as they grow and transform. Relationship

marketing was introduced by Berry in 1983. This concept of Relationship marketingwas regarded as the biggest change in 50 years, and became the Battle Cry of the

1990s. (Berndt, 2004, Pg 6)

In very first days of relationship marketing it was described as an approach to attract,

maintain and enhancing customer relationships. But in later days Gronroos (1994)

proposed the comprehensive definition of relationship marketing as,

The process to identify and establish, maintain and enhance, and, when necessary,

terminate relationships with customers and other stakeholders, at a profit so that the

objective of all parties involved are met. This is done by mutual exchange and fulfilmentof promises. (Berndt, 2004, Pg 6)

RM uses Event driven tactics of customer retention marketing, and treats marketing as atime taking process not an unconnected single event. Relationship marketing is focused

on creation, retention and satisfaction of the customers. Its emphasis is diverted on

building and maintaining long term relationship with customer, then attracting new ones

everytime. Relationship marketing reverses the historical emphasis of creating customersand paying no attention retaining them. It was claimed by (Rosenberg and Czepiel, 1984)

It is between five and ten times as expensive to win a new customer than it is to retain

an existing one. (Buttle, 1996, Pg 5)

http://www.theidm.com/resources/idm-insights/transactional-marketing-is-dead-long-live-relationship-marketing/http://www.theidm.com/resources/idm-insights/transactional-marketing-is-dead-long-live-relationship-marketing/http://www.theidm.com/resources/idm-insights/transactional-marketing-is-dead-long-live-relationship-marketing/http://www.theidm.com/resources/idm-insights/transactional-marketing-is-dead-long-live-relationship-marketing/


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(Anonymous, Pg 1) Available at http://rtbrown.faculty.fhu.edu/MKT261%20Ch

%2006%20Relationship%20Marketing.pdf (Accessed on 14th March, 2009)

Due to the cost of creating new customers, marketers today are more focused aboutretaining the customers rather then making new ones. This ongoing process of building

and creating new values with individual customers, and sharing lifetime benefits withthem is vital and very important for the organisations because it creates the sense of

loyalty in customers and long-term profit for the company.

http://rtbrown.faculty.fhu.edu/MKT261%20Ch%2006%20Relationship%20Marketing.pdfhttp://rtbrown.faculty.fhu.edu/MKT261%20Ch%2006%20Relationship%20Marketing.pdfhttp://rtbrown.faculty.fhu.edu/MKT261%20Ch%2006%20Relationship%20Marketing.pdfhttp://rtbrown.faculty.fhu.edu/MKT261%20Ch%2006%20Relationship%20Marketing.pdf


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Fig.Life-cycle of satisfied customer

In recent days of technology, relationship marketing is being used efficiently to come

close to the customers and make them feel special. Technology could be used in severalways to encourage interaction between the brand and the customer.

For example:

PEPSI launched an innovative digital marketing campaign in recent days, where they

actually used very modern quick response code through mobile phone technology.Customers were brought to a website they could download exciting free gifts for their

mobile phone very easily. This campaign allowed Pepsi to communicate directly withmillions of their customers in an innovative way. This kind of campaign actually allowedPepsi to gather more information on who are their actual customers, what they like, how

could they make long-term relations with them and much more.



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Strengths of Relationship marketing

Relationship marketing is more focused on providing the valued products and services tothe customers. The main emphasis goes on to retention of the customer for the longer

benefits of the company, not on making new customer everyday. It provides the customer

with valued products and striving for the customers satisfaction, that gives theorganization a competitive advantage over its rivals. As we have discussed above the cost

incurred attracting new customer is much more so marketers today try to build long term

relationships with the customers, which will lower the cost of attracting new ones. It isnoticed that effect of word of mouth advertisement is much stronger then any other form

of advertisement or promotion, so it is also possible that satisfied and loyal customers

could initiate the word of mouth promotions for the company and could provide referrals.The biggest threat any businesses have is the fear that their customers could switch to its

competitors but if an organization follows a good relationship strategy their customers areless likely to switch to the competitors that will also create hindrances for the competitors

to enter into the market.

Six Markets Model

Marketers say that there has been a shift from transactional marketing to on-going

relationship based marketing. Adrian Payne says, Transactional marketing of the 1980s

placed the emphasis on the individual sale; relationship marketing of 1990s placed theemphasis on individual customers and sought to establish a long-term relationship

between customer and company. (S. Dibb, L. Simkin, 2001, Pg 10)

Cranfields Adrian Payne, Martin Christopher and his colleague identified six marketsmodel, which they think are central for RM. Those are:

1. Internal Markets2. Supplier Markets

3. Recruitment Markets

4. Referral Markets

5. Influence Markets6. Customer Markets

Internal markets deals with the employee with in the company, and supplier issues aredeal by supplier market, maintaining the relationships with supplier for the mutual

benefits. Every business needs long-term relationships for market performance viability.

Referral marketing develops a plan for referral stimulation. It could take long before you



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see the results of referral marketing plan. Where as influence markets include sub-

markets such as, government agencies, stockholders, consumer associations etc.

(S. Dibb, L. Simkin, 2001, Pg 11)

Transactional Vs Relationship marketing

There is no issue among different scholars and the practitioners about the differences and

the inter-relation between the two main marketing perspectives i.e. (Transactional and

Relationship). Coviello, Brodie and Munro (1997) after working hard on various ideas bydifferent schools of marketing of Europe and US, and defined these two marketing

perspectives.

As discussed above, transactional marketing attracts the customers to buy the product andwalk away, on the other hand relationship marketing takes the sale as the first step torelation building. The best example of these two different approaches is Tesco and

WalMart. As Tesco seems to be striving to engage in relationship with its customer by

introducing different loyalty programs and offering different promotions to them, whereas WalMart is focused on providing its customer with low priced products, not

considering any previous interactions. WalMart has a motto, which was set by Sam

Walton, If you want loyalty, get a dog.



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Transactional Marketing Relationship Marketing

1. Focuses on Single sale recruitment. 1. Focuses on retention of the customer

2. Emphasises on product features 2. Emphasises on product benefits and

and systematic solutions

3. Its short-term 3. Its a long-term relationship

4. Little or no importance given to 4. Customer service taken as the mostCustomer services important element

5. Limited commitment toward the 5. Higher commitment towards customersCustomers

6. Focused on product qualitywhile 6. Quality at all aspectsProduction

7. Communicate to persuade 7. Communicate to make sense n meaning

8. Functional, mechanistic, 8. More humanistic and relationship based

Production-oriented based business business model

model

9. Goal is customer satisfaction 9. Goal is to delight the customer



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Customer Relationship Management

As said by Peter Drucker The purpose of business is to create customers.

(K. Anderson, C. Kerr, 2001, Pg1)

But in todays business, its more important to keep those customers, and growing in-

depth relationship with them. It is a fact that most of the customers are profitable for the

business in the second year of their business with you.

(K. Anderson, C. Kerr, 2001, Pg1)

So its very important for the business to retain the customers to gain a long-term profitbecause new customers, in the beginning, will cost you the money, in terms of

advertising, marketing, researching about their wants and finally educating them how

beneficial are you to do business with.

CRM is the most effective technique one uses, being a manager, to make sure, thatcustomers become and stay loyal. CRM in any business holds the primary position, even

before your people (Employee). CRM is not just about the selling and marketing, but ittouches all the areas of the business, it could be, from customer services group to

information and technology team. Anyone in these areas could be the internal champion

of CRM in the organization. It is most comprehensive approach of dealing withsomething. As defined by Anderson and kerr:

Customer Relationship Management is a comprehensive approach for creating,maintaining and expanding customer relationships. (2001, Pg 2)

Judith W. Kincaid gave a very broad definition of CRM, saying:

CRM is the strategic use of Information, processes, technology and people to manage

the customers relationship with your company (Marketing, sales, services and support)

across the whole customer life cycle.

(2003, Pg 41)

CRM came into existence in 1990s. The term CRM is being used in number of different

ways. According to the view of some IT related companies, the terms CRM is used to

give details about software applications that mechanizes the selling, marketing and

service functions of the business. CRM could be thought at three different levels:

1. Strategic CRM

2. Operational CRM

3. Analytical CRM



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Strategic CRM

Strategic CRM is more leaned towards the development of customer-focused kind ofbusiness culture. This culture is striving to create and retain the customers by providing

them better value than competitors do. Resources are used to enhance customer value;

specific reward systems are introduced to improve employee behaviours to increasecustomer satisfaction. Here, the best among employees is one, who would provide an

outstanding value or services to the customers. It could be outlines as:

A top-down perspective on CRM which views CRM as a core customer-centric business

strategy, that aims at winning and keeping profitable customers

(Buttle, 2004, Pg 3)

Operational CRM

Operational level of the customer relationship management deals with the front lineinteraction with the customers. It could through call centres, worldwide webs, direct

emails or call, or direct sales. It is more focused on the front office business processes.Like, sales, marketing and customer care. A client database is settled usually, where each

interaction with customer is added up, so that customers could easily interact with

different people in the organization, without mentioning their personal information overagain.

Customer satisfaction is usually assessed through two techniques i.e. Customersatisfaction model and SERVQUAL for services companies.

Customer satisfaction model

This model was given by N. Kano, which is used as a quality management and marketing

technique to measure the clients happiness. This model distinguishes six categories of

quality attribute, of which, first three focuses on customer satisfaction (Basic factors,Excitement factors and Performance factors), while other three factors mentioned by

Kano are, Indifferent attributes, Questionable attributes and finally, Reverse attributes.



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(Prof. N. Kano 1984) Customer satisfaction modelAvailable at

http://www.12manage.com/methods_kano_customer_satisfaction_model.html

(accessed on 19th March 2009)

http://www.12manage.com/methods_kano_customer_satisfaction_model.htmlhttp://www.12manage.com/methods_kano_customer_satisfaction_model.html


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Analytical CRM

Analytical CRM is focused on using the customer data to enhance the customer andorganization value. It is based on the customer information. This data could be found

from history of the purchases made, credit scores or payments made, marketing data

taken through the surveys or loyalty schemes etc. This information helps the organizationto identify its loyal customers, and will help the company to get answers of the most

important questions like, customers who are most likely to switch to the competitors,

which customer would respond to certain offer, which customer should be targeted,

which part needs more sales efforts etc.

Analytical CRM, in customers point of view, delivers most timely, more personalized

solutions to the problems of the customers, getting the customer satisfaction in return.

In organizations point of view, Analytical CRM provides more powerful up selling andcross selling chances, with effective customer acquisition and retention techniques.

Impact of CRM on marketing and operations of an

Organization

As discussed above, CRM is all about managing customer relationships. Rightly have

been said by Don Peppers, Managing customer relationships. If Im managing

customers relationships, it means Im treating different customers differently, across allenterprises. the relationship develops a context over time, it drives a change in

behaviour this means that I have to change my behaviour as an enterprise based on a

customer. (Solomon, 2003, Pg 92)

This view of CRM completely changed the operations of the organizations. Companies

became more concerned about keeping the customer then striving completely making

new ones. This new dimension of marketing changed the entire approach, companieschanged their marketing strategies, and every customer is different than other so each one

is being treated differently. Different CRM strategies are used by the companies, which

allow them to identify their best customers, try to satisfy their needs and continuously

increase their level of satisfaction and take them up to the loyalty level.

In early 1990s Philip Kotler proposed a new dimension of organizational performance

and success based on the relationships rather than the transactional marketing approach,which is based on the marketing mix. This marketing mix approach was not actually

replaced but it was repositioned as the toolbox to understand and respond to all the main

players in companys environment i.e. Customers, distributors, suppliers, unions,employees etc. He outlined the importance of this approach to the stakeholders.



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(Payne, 2006, Pg 7)

CRM has a huge impact on marketing of the organization. It has almost shifted the focusfrom mass marketing to individual customer. Managing each customer relationship is the

heart of CRM, while traditional market metrics hardly allowed the companies to make

operational decisions that affect individual customers. CRM helped the organizations toimprove its mass marketing and campaign measures. These retention campaigns cost a lot

but its very effective in longer run.

Traditional marketing approach was more focused on the sales while CRM has a view of

long-term relationship with the customers. This idea of retaining the customers made

huge changes within the organizations and changed its marketing and operations.

Organizations started building and maintaining databases of the customers information.CRM made businesses more conscious about customer services, acquiring and serving

the customers, increasing their value towards the company, retaining good customers and

determining which customer should be retained or given a higher level of services.

Businesses today put a lot of efforts on analysing the purchasing behaviour of thecustomer, they manage several databases where they keep records of each

customer i.e. what does he purchase? How frequently he purchases? Whatamount he spends? Etc.

According to the information each customer is targeted separately. Different schemes and

campaigns are being organized by the business to retain the customers. The popularamong them is Loyalty scheme.

For example: Businesses today provide different kinds of promotion and loyalty

schemes to retain the customer. These schemes include different promotions to create asense of loyalty among the customer. Like different newspapers give a free copy to its

regular customers sometimes, 1 stamp on the loyalty card on purchase of one book from

Eason, and the time one gets 10 stamps on the card h/she gets 10% off on the nextpurchase.

CRM has affected the marketing of the organization in a sense that it made organizationsto change all its marketing strategies and operations. CRM based organizations are

concerned about the customers. Organizations now attempt to define the characteristics of

the best customers, and estimate their lifetime value such customers, and are changing

their marketing strategies accordingly. CRM system is mostly technology based, and itaffects the customers behaviour a lot, if it is not implemented properly.

For example: if a customer is ordering anything online from any supplier, and he

suddenly gets 200 mails from firms which sale related products, in this situation acustomer would think twice before placing an order online with the organization again. A

CRM based organization is focusing on up selling and cross selling than just following

the single sale strategy. This concept also had a deep affect on the marketingmanagement of the organization.

With the implementation of CRM system in the organizations, their marketing strategies

seemed to be customer centric (striving to create the customer loyalty rather than making



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new customer every time) and focus is being given to One-to-one marketing, rather than

mass marketing.

Customer centric

This term is being used for the organizations that are operated from customers point ofview. In simple worlds organization makes sure that its customers could easily contact it.

For example: The best example of customer centric organization could be Amazon.com.They have personalized web pages with wide rang of products to select, the low price

lead towards the customer loyalty and a long-term relationship of amazon.com. More

than 20 million people have purchased at amazon.com and 15 to 20% of them arereturning customers, comparing to other e-business retailers, who have a returning

customer percentage from 3 to 5%.

One-to-one marketing

It is also expressed as 1:1 Marketing. Its a CRM strategy which emphasis on

personalized interaction with customers. It is thought that this personalized interactionwill grow customer loyalty and will give a better return on the marketing investments.

This one-to-one marketing term could be new but the approach is quite old. And its beentaking place since the commerce cam into existence.

For example: the owner of a grocery store would naturally take this one-to-one approachwhile dealing with customers, i.e. remembering the customer details about their

preferences and their characteristics and ultimately providing the services based on that

knowledge.

One-to-one marketing seeks to reinvent marketing with the personal touch absent from

many modern business interactions. (D. Peppers, M. Rogers, 1994)

CRM has also affected the operations of the organization in terms of putting more

pressure on them. A CRM system could run better if the organization have the right

employees, who have knowledge of the CRM system, so organizations now have tospend more on training the employees and make them aware of the system. CRM system

is more or less technology based so certain tools should be upgraded continuously like

WebPages. Organizations now tend to make databases of the customers, which have

increased the burden because this approach of one-to-one marketing and customer loyaltyexpects a lot.

In nutshell we can say that CRM has given organization great benefits in terms ofimproved marketing methods, customer retention, a growth in the market share and an

analysis of customer profitability. CRM provides the organization with a sustainable

competitive advantage.



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Conclusion

After above discussion it could be concluded that relationships with customers help a lot

growing the revenues of the organization. Relationship marketing is all about creating,

building and maintaining the relationships with the customers for the long-term profits.Transactional marketing is the one sale ahead strategy which doesnt mainly focuses on

building the relations, but this approach of marketing is still applicable and many big

organizations still use this approach of marketing more or less. While CRM is thecomprehensive approach of creating and maintaining long term relationships. This

one0to-one marketing approach has impacted a lot on different aspects of the

organization; this is more technology-based approach to stay in touch with customers,striving to make them loyal with the company. Due to this relation maintaining approach,

companies have also affected in terms of their marketing strategies, and their operations.

Companies have to change all of their previous strategies and start working on this new

approach. But in recent days its quite obvious that CRM approach is really successful,

because 80% of an organizations revenues are generated by 20% of the customers



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Bibliography

1. Peppers, D. Rogers, M., 1994. The One to One Future

2. Vilcox, Mary W., Thomas, O. Mohan, 2007. Contemporary Issue In Business

Ethics

3. Solomon, Micheal R. 2003. Conquering ConsumerSpace

4. Kincaid, Judith W., 2003. Customer Relationship Management

5. Berndt, A., 2004. Customer Relationship Management and Customer Services

6. Payne, A., 2006. Handbook of CRM

7. Oshaughnessy, J., 1995. Competitivemarketing: a strategic approach

8. Anderson, K., Kerr, C., 2001. Customer relationship management

9. Sandhusen, Richard L., 2000. Marketing. 3rd Edition

10. Buttle, F., 1996. Relationship marketing

11. Carey, Richard J., 2002. Marketing communication: Principles and Practice

12. Buttle, F., 2004. Customer relationship management: Concepts and Tools

13. Dibb, S., Simkin, L., 2001. Marketing Briefs. Chartered Institute of Marketing

14. J. Blackwell, 2008. Overview of Traditional Marketing. Ezine Articles,

business category, [Online] Available from http://ezinearticles.com/?

Overview-of-Traditional-Marketing&id=374128 (accessed on March 14th

2009)

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dead-long-live-relationship-marketing/ [Accessed on 25th of March]

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%20Marketing.pdf (Accessed on 14th March, 2009)

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Available at [Online]

http://www.12manage.com/methods_kano_customer_satisfaction_model.html(Accessed on 19th March 2009)

http://ezinearticles.com/?Overview-of-Traditional-Marketing&id=374128http://ezinearticles.com/?Overview-of-Traditional-Marketing&id=374128http://www.theidm.com/resources/idm-insights/transactional-marketing-is-dead-long-live-relationship-marketing/http://www.theidm.com/resources/idm-insights/transactional-marketing-is-dead-long-live-relationship-marketing/http://rtbrown.faculty.fhu.edu/MKT261%20Ch%2006%20Relationship%20Marketing.pdfhttp://rtbrown.faculty.fhu.edu/MKT261%20Ch%2006%20Relationship%20Marketing.pdfhttp://www.12manage.com/methods_kano_customer_satisfaction_model.htmlhttp://ezinearticles.com/?Overview-of-Traditional-Marketing&id=374128http://ezinearticles.com/?Overview-of-Traditional-Marketing&id=374128http://www.theidm.com/resources/idm-insights/transactional-marketing-is-dead-long-live-relationship-marketing/http://www.theidm.com/resources/idm-insights/transactional-marketing-is-dead-long-live-relationship-marketing/http://rtbrown.faculty.fhu.edu/MKT261%20Ch%2006%20Relationship%20Marketing.pdfhttp://rtbrown.faculty.fhu.edu/MKT261%20Ch%2006%20Relationship%20Marketing.pdfhttp://www.12manage.com/methods_kano_customer_satisfaction_model.html

fINAL Presentation Relationship-marketing (1)

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