Relationship marketing is currently used in traditional sales operations whereby a sales representative is assigned one or more customer accounts. A limitation with this arrangement is that small accounts with customers that do not purchase frequently enough are not worthwhile for the sales agent to devote his or her time, thus the small accounts are deprived of custom service. With electronic commerce, customer accounts, their preference profiles and sales history are kept in a database, thus allowing custom service with each and every transaction. Examples of this custom service include email notification of promotions for products a customer has purchased or is likely to purchase, and customized web pages based on the customer's preference profile.

all of the activities which an organisation uses to build, maintain and develop customer relations (148)

The act of building and nurturing long-standing relationships with customers.

The overt attempt of exchange partners to build a long-term relationship and association in marketing.

A persuasive strategy aimed at keeping customers loyal by communicating with them one to one on a regular basis. Also called one-to-one marketing.

Relationship marketing refers to the benefits that ongoing relationships with key customers can bring to an organization.

Analysing data from your CRM package allows you to get to know your customers, and their habits, needs and wants, better. Producing a better relationship with your customer strengthens their loyalty, and your business.

the development of long-term, mutually beneficial, and cost-effective relationships with your customers

A term closely related to database marketing. Describes the use of database technology to track the buying preferences and activities of individual customers in great detail, maintain close and personal contact with them and keep individual customers abreast of product offerings of unique interest to them.

Relationship marketing is a type of marketing that traces its roots to direct response marketing. It emphasizes building long-term relationships with customers rather than individual transactions. It requires understanding customer needs as they go through life cycles of interacting and purchasing from organizations, and requires that marketers accurately determine customer intent in order to provide them the right message at the right time.

Marketing with the conscious aim to develop and manage long-term and/or trusting relationships with customers, distributors, suppliers, or other parties in the marketing environment.

Blanket term for a marketing philosophy and various practices designed to identify the customer, treat customers as individuals, build loyalty, and measure programs on the basis of contribution to long-term value.

The direct marketing discipline whose goal is to build a relationship with customers over a period of time, based on a regular series of personalized and relevant communications.

The building and development of strong, meaningful relationships with guests in a systematic and professional way.

Creating a long-term relationship with existing customers. The aim is to build strong consumer loyalty.

see Customer Relationship Management.

The ongoing process of identifying and creating new value with individual customers over the lifetime of the relationship.

Consistent application of up to date knowledge of individual customers to product and service design which is communicated interactively in order to develop a continuous and long term relationship which is mutually beneficial.

A philosophy of reaching a wide base of new and current customers without sacrificing the personal touch. Typically, Relationship Marketing functions on a large scale by using databases and automated marketing systems to deliver mass customized messages and services.

Strategy of establishing a relationship with a customer that lasts beyond the initial purchase.

Places emphasis on the interaction between buyers and sellers and is concerned with winning and keeping customers by maintaining links between marketing, quality and customer service. p. 730

All of the activities an organisation uses to build, maintain and develop customer relations. p. 152

Marketing that helps companies develop long-term relationships with its customers.

The creation of customer loyalty.

Relationship marketing is a form of marketing that evolved from direct response marketing in the 1960s and emerged in the 1980s, in which emphasis is placed on building longer term relationships with customers rather than on individual transactions. It involves understanding the customer's needs as they go through their life cycles. It emphasizes providing a range of products or services to existing customers as they need them.