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- Title
MARKETING'S ROLE in a relationship age.
- Authors
Olasz, Connie S.
- Abstract
This article focuses on the key role of relationship marketing during the 21st century. For marketers and businesses worldwide, this century is the Relationship Age, an expression that the relationship between a brand and a customer influences market share and innovation. Customer Relationship Management (CRM) is a strategy for increasing customer retention and building customer equity. A study conducted by CSO Insights in 2005 revealed that increasing customer loyalty is one of the top goals commonly cited by numerous companies worldwide who have adopted CRM.
- Subjects
RELATIONSHIP marketing; CUSTOMER relationship management; CUSTOMER retention; MARKET share; MARKETING management; MARKETING strategy
- Publication
Baylor Business Review, 2006, Vol 24, Issue 2, p2
- ISSN
0739-1072
- Publication type
Article