Relationship marketing — but why?

Abstract

Outlines thinking from a number of writers on brand loyalty, when to adopt a relationships marketing approach, and some early indications on the use of relationship approaches. Argues the level of competition is many service and manufacturing markets stops companies from using their core product or service alone to differentiate themselves in their customer's eyes. Reckons that nothing kills a brand faster than failing to deliver.

Citation

Gould, B. (1998), "Relationship marketing — but why?", The Antidote, Vol. 3 No. 5, pp. 22-24. https://doi.org/10.1108/EUM0000000006568