relationship marketing

  

Definition

Marketing activities that are aimed at developing and managing trusting and long-term relationships with larger customers.

In relationship marketing, customer profile, buying patterns, and history of contacts are maintained in a sales database, and an account executive is assigned to one or more major customers to fulfill their needs and maintain the relationship.

Use this term in a sentence

  • When working with an important customer many businesses use a relationship marketing strategy in hopes of creating a long-term relationship.

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