Relationship Marketing In Competitive World an Essential Strategy

  • Dr. Sanjeev Kumar Singh Assistant Professor, Department of Commerce Digvijay Nath PG College, Gorakhpur


Relationship marketing is emerging as one of the most important business strategies. The concept of relationship marketing was introduced in 1983 by Leonard L. Berry in service marketing. This is primarily a strategy that focuses on "development-maintenance enhancement". It is designed to improve customer relationships by developing relationships with existing and potential customers, occasionally maintaining these relationships in response to customer expectations, and delivering high quality products at affordable prices. Benefits of relationships offered by marketing relationships have gained popularity in recent years. Companies that want to gain competitive advantage use it as a competitive marketing weapon. Companies now use this as a tool for value creation and it is a good idea for customers to comment on important decision problems, such as product design, pricing and distribution.


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