Relationship marketing is a marketing orientation directed at establishing, developing, and maintaining lasting, mutually valuable exchange relationships with customers and other stakeholders. It shifts emphasis from winning single transactions to retention, trust, and commitment over time.
- Entry typeKey concept
- Category of its source unitDoctrines, Principles & Normative Frameworks
- DomainOrganization & Structure
What these mean
Editorial orientation · Entry type
Key concept
Key concepts are the working vocabulary of the field: the terms that the models and tools rely on and that a decision about communication has to use precisely. Each entry defines the term and sends you to the brief or the self-guided audit where it is put to work.
Editorial orientation · Category
Doctrines, Principles & Normative Frameworks
Sets out principles or criteria for what should be pursued, considered legitimate or done. Its contribution is evaluative or prescriptive: it gives reasons for judging conduct and arrangements, rather than merely describing their frequency.