Relational
Marketing
Concept
of Relational Marketing
Reinares
and Ponzoa define relational marketing as:
“The
different actions and initiatives developed by a company towards
their different audiences or towards a determined audience or segment
of this audience, directed to achieve their satisfaction by offering
them services and products adjusted to their needs and expectations,
including the creation of stable relationships, interchanging ideas
and adding value, with the objective of guaranteeing a trustworthy,
compliant climate with competitive advantages that prevents the
clients escaping to other competitors”.
Manuel
Alfaro gives a more concise definition, he defines it as:
“An
effort integrated to identify and maintain a network of clients,
with the objective of reinforcing them continuously to benefit both
parts, by means of contacts and individualized interactions that
generate value throughout time”.
