Paper Summary:

The paper relates that relationship marketing is an innovative new approach to marketing that, while having certain developmental relationships with older marketing disciplines, such as direct marketing, takes a long-term view of customer management. The paper explains that in this regard, relationship marketing is intricately related to a customer's product or service life cycles. The paper asserts that marketing in today's highly fractured media environment where gaining access to audiences takes a far more selective effort than in the past, requires ever more attention and even vestment in customer products and services.

From the Paper:

"Relationship marketing is an innovative new approach to marketing that, while having certain developmental relationships with older marketing disciplines, such as direct marketing, takes a long-term view of customer management. In this regard, relationship marketing is intricately related a customer's product or service life cycles (McKenna, 1991, p.82). Marketing in today's highly fractured media environment where gaining access to audiences takes a far more selective effort than in the past requires ever more attention and even vestment in customer products and..."

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