Review of Professional Management
issue front

Anuraag Mittal1

First Published 30 Jun 2008. https://doi.org/10.1177/rpm.2008.6.1.49
Article Information Volume 6, Issue 1 Jan-June-2008

1Reader- Deplt of Management Delhi Institute of Advanced Studies

Abstract

The paper discusses the evolution of relationship marketing approach to marketing and highlight the importance of this approach in today's highly competitive world . The thoughts of various management thinkers on relationship marketing approach have been also incorporated along with the recent attempts to create a platform for the implementation of Relationship Marketing Philosophy. The present paper also traces out some of the impediments that a modern marketer has to face in its path to implement relationship marketing. Various relationship-building tools have been also highlighted to provide an overview of the application of this philosophy in the modern business organization. In the end the paper envisages as to how relationship marketing tries to make marketing work in today's complexities by removing marketing imperfections.


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