기업경영의 새로운 패러다임 ─ 관계마케팅 중심으로 ─

Abstract

Strategy in service businesses has taken a new turn. The key to success now lies with concentrating on, and retaining, existing customers.

Customers have always been the prime focus for marketing activity but the way service companies view this relationship is changing. Transaction marketing of the 1980s placed the emphasis on the individual sale: relationship marketing of the 1990s places the emphasis on

individual customers and seeks to establish a long-term relationship between customer and company. In an increasingly competitive business environment, marketing should be seen as a

total approach to business, placing the customer firmly at the centre; to regard it solely as an

amalgam of functional activities like advertising, promotions and market research is to miss

the point completely.