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Relationship Marketing In Relation To a Case Study Introduction 1.0 Relationship marketing has become a 'hot' topic between marketers over the last decade as organisations are realising the importance of research into various concepts and ideas that have the potential to provide a sound culture in which the organisation can become more successful. Being a modern concept, writers are keen to put across many ideas which can be put into practice in various industries today. This paper will endeavour to extract key arguments and will illustrate how and when such ideas have come around. It shall examine the effect that relationship marketing has on organisations today, making a specific observation towards one company in the UK. Various authors have, over the last ten years or so, produced many definitions for relationship marketing. Morgan and Hunt (1994) define the concept: "relationship marketing refers to all marketing activities directed towards establishing, developing and maintaining...

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