Relation ship marketing

The relation ship marketing is exclusive law of the marketing that developed in the 1990s.

Table of contents

Summary

I pay my attention to a relationship built between a company and a customer and am the marketing that is continuous, and is developed for construction and maintenance of the long-term business relationship with the customer.

I was proposed in the 1980s and greatly developed in a scientific study in the 1990s.

It is said that L.L.Berry proposed it first in 1983.

In Japan, I translate it as "relationship marketing", and there are some schools to use, but "relation ship marketing" is generally used a lot.

In IMP (Industrial Marketing and Purchasing Group) which is North Europe and the group of researchers of the business marketing of the U.K. and the North European school (Nordic School), I can continue a relation ship and the study on network. A representative scholar has Evert グメソン (Evert Gummesson) or Christian Glenn Ruth.

Development background

• The importance of maintaining an existing customer with the creation of the new customer having increased.
• It having been effective as marketing campaign to maintain an existing customer as a repeater because the acquisition of the new customer was difficult in the economic low growth era.

Domain

• Business marketing (⇔ academic marketing)
• Service marketing
• w: Relationship marketing (English sentence)
• w: Co-marketing (English sentence)

Study documents

• Mitsuo Wada (1998) "relationship composition of marketing is marketing as communication" 有斐閣.
• Mitsuo Wada (1999) "relationship marketing and drama consumption is composition Daiyamondosha of creation and the maintenance of the warmness fan".
• Chieko Minami (2005) "relation ship marketing" Chikura bookshop.
• E.グメソン / Yasunaga Wakabayashi, Shinji Ota, 崔容熏, Shoko Fujioka [reason ](2007) "30 relationships CHUOKEIZAI-SHA that relation ship marketing changes an idea of the business" into. (the original work: a translation book of "Total relationship marketing "two)

Allied item

• Marketing
• Symbiosis marketing
• Customer relationship management
• Customer life value (LTV)
• Mitsuo Wada

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This article is taken from the Japanese Wikipedia Relation ship marketing

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