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Transactional vs Relationship Marketing

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Elements of Transactional vs Relationship Marketing:

Compares the variables, time, marketing, priceelasticity, customer satisfaction, customer feedback, independence of functions, internal marketing and product types, in Transactional vs Relationship marketing approach

Principle:

Shows the contrast between transactional and relationship marketing

Issues:

All stakeholders included

Shared goals and commitment

Trust or willingness to rely on partners

Communication and shared give-and-take

Applications:

To analyse if attracting customers or maximizing customer Life Time Value is dominant

Source of Transactional vs Relationship Marketing:

Henley Business School

Aligning the Internal Organisation Branding Business Transformation Capabilities Competetive Advantage Competitors & Customers Managing People Models Stakeholders Strategy Direction Strategy Implementation Strategy Subjects Strategy Tools Success Sustainability/Appropriability Vision, Mission, Objectives

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