RELATIONSHIP MARKETING LITERATURE REVIEW Student’s name Course Institution name Abstract: The paper provides an in-depth understanding of relationship marketing its principles its role and impact in organizations. The paper first brings an introduction explaining why relationship marketing is relevant in today’s business environment. The paper also brings various definitions by different authors of what relationship marketing. Thirdly it displays the various principles of relationship marketing and fourth the role it plays in business. The paper finally displays a conclusion of the whole paper. 1.0 Introduction The business environment today is very competitive which requires businesses to have a very strong relationship with their customers. Relationship marketing has made businesses to market their products and services in a more relational dimension as it is known to attract satisfy and maintain more customers (Hollensen 2010). Relationship marketing unlike transactional marketing focuses on building the long-term relationship with the customers. This approach G. (n.d.). Relationships between Providers and Users of Market Research: The Role of Personal Trust. Using Market Knowledge 217-242. Morgan R. M. & Hunt S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing 58(3) 20. Morgan R. M. & Hunt S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing 58(3) 20. Palmer A. J. & Mayer R. (1996). A conceptual evaluation of the multiple dimensions of relationship marketing. Journal of Strategic Marketing 4(4) 207-220. Proctor T. (2000). STRATEGIC MARKETING. Rosenberger G. (2000). Relationship Marketing from a Consumer Policy Perspective. Relationship Marketing 353-367. Weitz B. A. & Bradford K. D. (1999). Personal Selling and Sales Management: A Relationship Marketing Perspective. Journal of the Academy of Marketing Science 27(2) 241-254. WU X. C. JOHNS E. J. & RICHARDS N. T. (1999). Relationship between erythropoietin and nitric oxide in the contraction of rat renal arcuate arteries and human umbilical vein endothelial cells. Clinical Science 97(4) 413. [...]
The objective of Part A is to write a comprehensive review of literature on Relationship Marketing, critically discussing its basic tenants and role of relationship marketing within the international business/marketing context. This is an individual task. Students will need to conduct an in-depth review of literature and critically engage with relevant theories and frameworks on their own within the literature review. Relevant material will be discussed during lectures but students will be required to conduct wider reading. Although this may have implications to PART B of the assessment as it requires students to develop a marketing/communications plans to build relationships, the literature review does not need to focus on a particular brand. Rather, it should focus on understanding relationship marketing covering relevant academic literature.