Customer relationship marketing
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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.
