A Review of Relationship Marketing Fundamentals

Kumar, P (2020) A Review of Relationship Marketing Fundamentals. Journal of Talent Development and Excellence, 12 (2S). pp. 3915-3921.

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Relationship marketing is a concept coined more than two decades ago, appearing as a refined and modern form of traditional marketing approach. Such marketing approach brought about a paradigm shift, thereby challenging the existing literature in marketing. This literature review paper seeks to identify and analyse the concepts of relationship marketing, and explores how it benefits the organizations in enhancing their returns. With a rise of an intense competitive environment, it has become imperative for the businesses to follow newer strategies for increasing their profitabilities. Thus, the focus is on retaining the customers and building long-term loyalty for the sustainability of the organizations. With this argument in line, relationship marketing is seen to be primarily acting as a bridge involving multiple aspects including technologies to foster an effective trust, mutual bonding and satisfaction among the prospective customers. Finally, this research explores the factors inducing relationship marketing strategies and customer relationships with suitable suggestions for further research.

Affiliation: Skyline University College
SUC Author(s): Kumar, P ORCID: https://orcid.org/0000-0001-9790-6754
All Author(s): Kumar, P
Item Type: Article
Uncontrolled Keywords: Relationship marketing, Internal Relationship Building, Innovative Communications, Increased Profitability, Customer Relationship Management
Subjects: A Business and Management > AP Marketing
Divisions: Skyline University College > School of Business
Depositing User: Mr Veeramani Rasu
Date Deposited: 25 Nov 2021 05:50
Last Modified: 25 Nov 2021 05:50
URI: https://research.skylineuniversity.ac.ae/id/eprint/36
Publisher URL: https://iratde.com/index.php/jtde/article/view/136...
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