Paper Summary:

This document discusses relationship marketing and its various applications across industry. The principles of relationship marketing are first explored followed by a review of how relationship marketing is utilized in the marketplace. The tendency to rely on customer relationship management solutions to implement relationship marketing techniques is given some discussion because these technological dependent strategies are increasingly popular and effective. Finally, relationship management is found to be the most optimum marketing strategy in the global environment and one which must be incorporated into corporate level business strategy at the highest levels.

From the Paper:

Abstract This document discusses relationship marketing and its various applications across industry. The principles of relationship marketing are first explored followed by a review of how relationship marketing is utilized in the marketplace. The tendency to rely on customer relationship management solutions to implement relationship marketing techniques is given some discussion because these technological dependent strategies are increasingly popular and effective. Finally, relationship management is found to be the most optimum marketing strategy in the global environment and one which must be incorporated into corporate level business strategy

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