Elements of Conceptual Foundations of Relationship Marketing:
The elements in Analytical Tools, Work Process, Support Infrastructure and Measures that are the conceptual foundation for Relationship Marketing
Principle:
Lists the tools and work processes applied in Relationship Marketing
Issues:
One-to-one level contact on individual basis (not segmental)
Interactive process not transactional (traditional marketing exchange and transactions – RM is interaction and activities)
Value added activities trough mutual interdependence and collaboration
Applications:
To plan the process of Relationship Management implementation
Source of Conceptual Foundations of Relationship Marketing:
Parvatiyar and Sheth (1999)