Relationship marketing

Relationship marketing is a perspective that considers the relationship between buyers and sellers to be of central importance. It is concerned with the long-term frequency and intensity of exchanges, which seeks to retain customers by developing their loyalty or preference.

Definitions

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

Relationship marketing. Is a perspective that considers the relationship between buyers and sellers to be of central importance. It is concerned with the long-term frequency and intensity of exchanges, which seeks to retain customers by developing their loyalty or preference.