Relationship marketing in consumer markets- an article review

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John S


Date added:

December 20, 2014








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3 / 837


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This article addresses notions of relationship marketing such as its definition, stages in the Business Customer Relationships (BCR), Relationship marketing strategy in consumer markets, the four tangible manifestations of RM in Consumer Markets and situations where relationship exchange is taken. Introduction This case study report is solely based on the notions of relationship marketing relative to consumer markets...
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Kotler’s relationship ladder model consists of the identifiable aspects in Payne’s theory as well as a little more. Subsequently, Kotler’s model of relationship stages includes the all aspects of prospects, customers, clients, advocates, members and partners, which are evident in Paynes’ theory...
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