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Chapter VI. Building Effective Online Re... > On-Line Crm Success Strategies

On-Line Crm Success Strategies

Relationship Marketing

Berry (1983, p.25) has been credited with providing the first workable definition of relationship marketing, stating that it is the practice of “attracting, maintaining, and enhancing customer relationships”. In addition to defining the construct, Berry (1983) also conceptualized the conditions that were required to facilitate effective relationship marketing, stating that the exchange needed to have a degree of continuity of demand, that the customer had to have a choice, and that the customer needed to be in control of this choice.

The importance of relationship marketing is often underestimated in the management of customer relationships on-line. While the concepts of relationship management and relationship marketing are often interchanged, current management practices have tended to ignore the interpersonal aspect of the relationships. By focusing on the drivers of effective relationship marketing, practitioners and theorists can identify and harness those aspects of a relationship that impact most significantly on the development of loyalty.


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