TY - JOUR AB - Relationship marketing is the process of using information about customers and their preferences to build targeted promotional programmes and establish longer‐term relationships with key groups of customers. Explains the use of such devices as loyalty schemes and identifies the key components of a relationship‐marketing programme, including the importance of technology to collect and analyse customer‐related data. VL - 47 IS - 5 SN - 0043-8022 DO - 10.1108/00438029810229291 UR - https://doi.org/10.1108/00438029810229291 AU - Clemmet Andrew PY - 1998 Y1 - 1998/01/01 TI - Understanding and adding value T2 - Work Study PB - MCB UP Ltd SP - 164 EP - 166 Y2 - 2024/03/28 ER -