Relationship marketing is a strategy designed to foster
customer loyalty, interaction and long-term engagement. This customer
relationship management (CRM) approach focuses more on customer retention than
customer acquisition.
Relationship marketing is designed to develop strong
connections with customers by providing them with information directly suited
to their needs and interests and by promoting open communication. This approach
often results in increased word-of-mouth activity, repeat business and a
willingness on the customer’s part to provide information to the organization.
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