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Miscellaneous
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| Number of pages / Number of words: |
14 / 3712 |
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Now after we get to know, what is relationship marketing, if we are moving to the process of relationship marketing.
According to Adrian Payne (1995) "relationship marketing is a move from functionally based marketing to cross functionally based marketing and an approach which addresses a total of six key markets...
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It is organized around processes that involve all aspects of the organization. In fact, some commentators prefer to call relationship marketing "relationship management" in recognition of the fact that it involves much more than that which is normally included in marketing.
The six markets model
Adrian Payne (1995) from Cranfield University goes further...
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