Table of contents

A. Introduction 2
B. Theoretical framework 3
Introduction to Relationship Marketing 3
Relationship Quality and Value 6
Customer satisfaction 8
Trust & Commitment 9
Importance of management 10
C. Discussion 11
CRM, the tool to apply relationship marketing 11
Selecting the Right Customer 14
Customer Information, a Strategic Marketing tool 16
Buyer Supplier Relationship 20
Reverse Marketing, another perspective to Relationship Marketing 23
Buyer is Marketer 24
D. Conclusion 26
E. References 27



A. Introduction

Maximizing long-term profitability comes from maximizing customer equity—firms must maximize the lifetime value of the customer, including revenues, referrals as well as costs of serving the customer. Customer acquisition and retention efforts must be guided by the worth of the customer to the firm.
Maytag provides premium service to its premium customers—those who purchase the Neptune line of laundry machines. Neptune customers......

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Title: Relationship Marketing
Approximate Word Count: 7131
Approximate Pages: 29 (250 words per double-spaced page)

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