Answered You can hire a professional tutor to get the answer.
Complete 5 page APA formatted essay: Contemporary issues in marketing.The definition of RM as stated by Gronroos (1994, p.22) is: "Relationship Marketing is to establish, maintain, and enhance relatio
Complete 5 page APA formatted essay: Contemporary issues in marketing.
The definition of RM as stated by Gronroos (1994, p.22) is: "Relationship Marketing is to establish, maintain, and enhance relationships with customers and other partners, at a profit, so that the objectives of the parties involved are met. This is achieved by a mutual exchange and fulfilment of promises.
"
Furthermore Harker (1999) was able to use the results of his research to build a new definition of RM. According to Harker (1999, p.16) RM is when an organisation is engaged in proactively creating, developing and maintaining committed, interactive and profitable exchanges with selected customers overtime."
Gronroos (1994) further added to the RM debate when he recognised that marketing mix management was beginning to lose its position as the dominant marketing paradigm. He noted that relationship building and management, or "relationship marketing", was one leading new approach to marketing which was becoming increasingly popular amongst marketing literature (Gronroos, 1994).
