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Article: Relationship marketing.(Checklist 171)(suggestions for customer relationship management)
- Article from:
- Chartered Management Institute: Checklists: Marketing Strategy
- Article date:
- October 1, 2005
CopyrightCOPYRIGHT 2005 Chartered Management Institute. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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This checklist outlines the process for drawing up and implementing a relationship marketing strategy.
Relationship marketing is often represented as a developmental process, the aim of which is to increase customer loyalty and improve the relationship customers have with an organisation. The process evolves through a series of stages or steps which reflect the customers' increased importance or value to an organisation. The six stages are: prospect (a potential customer); customer (sale is made); client (repeat sale is made); supporter (regular customer); loyal customer (regular customer who actively supports the organisation); partner (customer working in ...