Relationship Marketing

Relationship Marketing

Introduction

Jim Rosenfield is one of the world's most famous experts on relationship marketing. In his article, 'Whatever happened to relationship marketing? Nine big mistakes', he discusses nine common mistakes that companies often make when planning and carrying out their relationship marketing activities. For example, companies assume that all customers want a relationship with them but this is not true. It is possible that some companies may be using that product out of necessity rather than preference. He also discusses that customer satisfaction is not enough. Customers should feel related to the company and the product. Other mistakes identified include ...