- Relationship marketing is a branch of marketing that relies on information gathered from outcomes of product promotion campaigns. Customer feedback is analyzed in line with a relationship strategy to meet a marketer’s targets (Patanase 2011).
- A relationship strategy is concerned with understanding what a consumer prefers at present and in future so as to provide the consumer market with adequately customized products to optimize the returns on investment (Patanase 2011).
- Relationship marketing serves to respond to the emerging challenge posed by consumers who are not l
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