O'Reilly logo

Relationship Marketing Re-Imagined by Ahmet Bayraktar, Can Uslay, Naresh K. Malhotra

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

CHAPTER 4

B2C Relationship Marketing

Introduction

The purpose of relationship marketing (RM) is the satisfaction of customers. Customers not only look for goods or services to satisfy their needs but also seek for much more holistic offerings that include everything from information about the product(s) to delivery and after sale services. In a holistic and constantly developing service offering, the outcomes such as goods, services, or industrial equipment become just one element. Knowledge about consumer needs becomes just one of the requirements. Firms should also provide customers with necessary elements to fulfill these needs. A successful implementation of these processes requires the supplier or service provider to align its resources, ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required