Research Paper on:
Relationship Marketing

Unformatted Sample Text from the Research Paper:
a careful consideration of the placement and marketing of their goods. One tool that has increased dramatically is the tool of relationship marketing. For example, to make the most of  their marketing budget and increase the return it creates General Motors have specified that they will be giving a great proportion of their budget to relationship marketing and moving it  away form the traditional branding exercises (Cantwell, 2003). GM is not alone, many companies are undertaking the use of relationship marketing as a strategic marketing tool. In looking at this  strategically this may also be seen as making the most of an often undervalue resource; the existing customers. To understand this the basics of relationship marketing need to be  understood. To put this in a simple to undertaken term, relationship marketing can be seen as the supplier seeking to have a relationship with their customers, and use the information  they gain form that relationship to benefit the sales levels. Here the relationship with the customer is not a series of separate unconnected events, but an ongoing event that develops  and changes and is renewed. There are different stages in relationship marketing, these are given many different names depending in the publication, however, these all look at the relationship  from the beginning ands the first interaction, either as a purchase or a query, though to the end when the customer is no longer a customer. The benefit of  this is that customers are seen as individuals, each has a customer lifecycle and will be at different stages of that lifecycle. There are a range of programmes used to  manage the relationship, such as customer relationship management programmes that can manage the entire relationship, and newer programmes may analysis the progress and characteristics to give indications of the best