Relationship Marketing- Relationship marketing is the category of collaborative relationship that focuses on the marketing process. Like all relational collaborations, relationship marketing has as its focus the creation, development, and support of successful relational exchanges throughout the marketing process. The ultimate goal is to achieve a competitive advantage by establishing long-term, mutually beneficial associations with loyal, satisfied customers.
Strategic International Alliances (SIA) - SIAs, the other category of collaborative relationships, are sought as a way to shore up weaknesses and increase competitive strengths. Opportunities for rapid expansion into new markets, access to new technology, more efficient