Relationship Marketing

This is a marketing strategy designed to achieve long-term relationships with customers, suppliers, and distributors to improve overall profitability and success. Customer profile, buying patterns, and history of contacts is maintained in a sales database, and a service representative (also called account executive) is assigned to one or more major customers to fulfill their needs and maintain the relationship.

Relationship marketing involves the application of the marketing philosophy to all parts of the organization. Every employee is said to be a "part-time marketer". The way Regis McKenna (1991) puts it:

"Marketing is not a function, it is a way of doing business... marketing has to be all pervasive, part of everyone's job description, from the receptionist to the board of directors."
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