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Relationship Marketing: Girish Mude
Relationship Marketing: Girish Mude
Girish Mude
Relationship Marketing Defined
3
Evolution
Target Marketing One-to-One Marketing
In the ‘60s, many firms began to Technology allows firms to
apply the principles of customize offerings to individual
segmentation to different users
customer groups
Field Personnel
Are we taking a holistic
Customer Relationship approach to our customers
Agents/Distributors across processes and
Structure
channels?
Call Center
Retail
10
Difference between Relationship
Marketing and CRM
Relationship Marketing Defined
Relationship marketing:
• Involves two-way communication with individual stakeholders, one at a time
(1:1),
• Firm focuses on share of mind = share of customer = share of wallet, rather
than share of market,
Two-way communication
One-way communication /collaboration
CRM:
Firms are recognizing that if they don’t keep their customers happy, someone
else will.