Magazine article Marketing

Chairman's Introduction

Magazine article Marketing

Chairman's Introduction

Article excerpt

One of the most common themes over the past five years has been the growth of relationship marketing. The term is a logical development of the one-to-one approach marketing has followed in recent years, where brands seek an ongoing and direct relationship with customers. That relationship can take place via a wide range of media, including loyalty schemes, the web, the telephone, customer magazines, or even the television.

But, of course, the difficulty is separating the reality from the hype. What really constitutes relationship marketing campaigns? The key, Marketing believes, is whether consumers actually buy into the relationship. Does it engage and involve them, and successfully invite them to come back for more? If it is really a relationship then customers must feel that their views and comments are being listened to, and acted upon.

That's why Marketing launched the Relationship Marketing Awards last year. Our aim was to set out to recognise those marketers and agencies which were really delivering on the idea of relationship marketing, which were connecting with their customers in a real and meaningful way, and building their brands and businesses as a result. …

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