Current issues in marketing.

... Current issues in marketing: There are several current issues in marketing; this paper is concentrated on relationship marketing, its definition, relationship networks and total relationship management. Relationship Marketing: In recent years relationship marketing has been receiving increasing attention as more and more organizations are focusing their attention on retaining existing customers rather than attracting new customers. Over the last decade relationship marketing has emerged as an important topic in helping marketers focus on maintaining and enhancing customer relationships. Interactions between buyers and sellers take place on a continuum, ranging from transaction to relationship. The change from transaction marketing to relationship marketing is shown below (Payne, 1995; Advances in relationship Marketing): Transaction marketing: Relationship marketing includes: - Focus on single sale - Focus on customer retention - Orientation on product features - Orientation on product benefits - Short time-scale - Long time-scale - Little emphasis on customer service - High customer service emphasis - Limited customer commitment - High customer commitment - Moderate customer

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