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Relationship Marketing with Reference to Customer Value


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1 Commerce Department, S. A. Jain College, Ambala, India
     

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Relationship marketing was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes customer retention and satisfaction, rather than a dominant focus on sales transaction. As a practice, relationship marketing differs from other forms of marketing in that it recognizes the long term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages.

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  • Relationship Marketing with Reference to Customer Value

Abstract Views: 207  |  PDF Views: 0

Authors

Jasneet Kamboj
Commerce Department, S. A. Jain College, Ambala, India

Abstract


Relationship marketing was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes customer retention and satisfaction, rather than a dominant focus on sales transaction. As a practice, relationship marketing differs from other forms of marketing in that it recognizes the long term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages.

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