Development of relationship marketing
to what it is today
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 transactions.
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.
With the growth of the internet and mobile platforms, relationship marketing has continued to evolve and move forward as technology opens more collaborative and social communication channels.
Modern consumer marketing originated in the 1960s and 70s as companies found it more profitable to sell relatively low-value products to masses of customers. Over the decades, attempts have been made to broaden the scope of marketing, relationship marketing being one of these attempts. Arguably, customer value has been greatly enriched by these contributions.
The practice of relationship marketing has been facilitated by several generations of customer relationship management software that allow tracking and analysing of each customer's preferences, activities, tastes, likes, dislikes, and complaints.
For example, Tesco maintaining a database of what their regular customers buy, when and how much of it, can then send offers and email vouchers to their customers based on what they buy when they are most likely to need it. Every time you check out at Tesco, you swipe your ClubCard that way giving Tesco information about what you buy. If you buy birthday cards early in June every year, next year Tesco will email you vouchers for birthday cards and presents.
In web applications, the consumer shopping profile can be built as the person shops on the website. This information is then used to compute what can be his or her likely preferences in other categories. These...
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