E-relationship marketing concerns all forms of managing relationship with customers making use of information technology. E-relationship marketing normally includes online selling, online promotions and advertising. However it is very narrow view, as it also includes planning for customer relationship management. Therefore relationship marketing is considered as the part of E-marketing. Relationship marketing is a process of building relationship with prospective and current clients. It is a facet of customer relationship management that focuses on customer loyalty and long term customer engagement rather than shorter term. Traditionally, contact with customers made through retail store, phone, fax etc these media involved more time for implementation and maintenance. These media also required changes according to customers. But presently with the growth of internet, customer relationship management functions are performed with the use of net environment i.e. intranet, extranet and internet and named it as E-relationship marketing. The paper puts light on the concept of e-relationship marketing and focuses to identify challenges and recent trends and strategies in e-relationship marketing which is used by business to maintain the better customer relationship. All business organization consider it as an opportunity to reduce customer service cost, tighten customer relationship, most important further personalized marketing message and enable mass customization.
Prospective, net environment, strategies, mass customization, personalized marketing message
