Practices of Relationship Marketing: A Domain Review

• 발행기관: 한국유통과학회
• 저자명: Kawsar Ahmmed Nor Azila Mohd Noor Shahidul Islam
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2016 International Conference on Business and Economics (ICBE 2016), 443~445쪽, 전체 3쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2016.06.30

영문 초록

This paper traces the issues relating to the practice of relationship marketing (RM) in the business-to-business context. Because of its inherent suitability, it generates fruitful result for the practicing organizations. Rapid technological advancement, adoption of total quality programs, rapid growth of the service industry, organizational redesigning and reengineering and an increase in competitive intensity leading to the growth of relationship marketing orientation. Relationship marketing has its long historical background. From the pre-industrial era to the present post-industrial era it is evolving and more and more organizations are embracing the relationship marketing stance. To do better with the RM approach its inherent characteristics including structural characteristics and process characteristics should be understood clearly by the practicing companies. As relationship marketing is a multi-dimensional construct consists of various elements like bonding, empathy, tangibility, reciprocity and trust, due attention needed to be availed by the organization to utilize the RM strategy properly. In addition, conditions for practicing relationship marketing should be understood well to avoid the situation made the approach less effective. Finally as divergences are available, its comparatively new area of key account management strategy is also examined.

목차

Abstract

1. Introduction

2. Conditions for Relationship Marketing

3. Proliferation of Relationship Marketing

4. Conclusions

References

키워드

Relationship Marketing Trust Commitment Duration of Relationship Key Account Management