Competitive Strength and Relationship Marketing

Abstract

The idea for Relationship Marketing came from the following simple questions. Is it possible to offer the best quality products and services at the lowest cost by creative efforts of a firm alone? What kinds of variables are strongly related to marketing performances of a firm? If there are factors and variables other than the four marketing variables (4Ps) , how can marketing managers find ways and means to utilize those factors and variables?

The identification and management of those factors and variables can be related to market success. Relationship marketing is defined here as those marketing activities to relate environmental variables to marketing.