Customer relationship marketing

Customer relationship marketing is the marketing activities and strategies used to retain customers. This is achieved by providing customers with relationship enhancing products and/or services that are perceived to be superior to those offered by a competitor.

Definitions

According to the Marketing Communications by Fill (5th edition),

Customer relationship marketing. The marketing activities and strategies used to retain customers. This is achieved by providing customers with relationship enhancing products and/or services that are perceived to be superior to those offered by a competitor.