Agency Glossary

Relationship Marketing

Relationship marketing is designed to leverage the benefits of awareness, transactional and consultative marketing in a single over-arching strategy focused on converting more customers while increasing the lifetime value of each customer. Relationship marketing is people centric rather than company, product or price centric. Emphasis is placed on developing Profile Records(PREC) for individual customers and basing marketing responses on that PREC. This method requires a higher upfront investment, but delivers the highest longterm return on investment of any marketing strategy. Relationship Synthesis takes the concept of Relationship Marketing and utilizes it in other areas of the organization to further increase the value of the customer.

 

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