Paper Summary:

This paper examines the concept of relationship marketing and its importance. The author defines relationship marketing and its goal. The paper describes loyalty programs and consumer relationship at Bayer Agribusiness.

From the Paper:

"Companies often tout their customer relations but few companies actively engage in relationship marketing. In many cases, companies confuse the concept of relationship marketing with direct or target marketing. While there can be overlap in these areas, relationship marketing is designed to build loyalty between the company and the consumer-and this relationship goes both ways. The company takes a proactive approach in anticipating and meeting the needs of the consumer while the consumer comes to expect more than just a commodity from the supplier relationship."

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