Relationship Marketing

Abstract

The concept of relationship marketing has evolved as a consequence of some of the limitations traditional approaches to marketing are perceived to foster. In terms of relationships, the most important one for Marketing purposes is that between the supplying organisation and its customers. This relationship is managed through the activities involved in delivering the marketing mix. In this, the four Ps are probably the most universally accepted method for structuring the marketing mix. Since the late 1980s, however, both the ideas of a four Ps mix, and customers being the only markets requiring attention, have been questioned. This has lead to the propositions contained within the relationship marketing approach.