Associate Professor in Management studies,
Mushroom growth of organizations after globalization, forced the companies to think beyond business in order to retain the customers. Relationship marketing does not mean a buddy- buddy relationship with the customer. Relationship marketing is the process of maintaining a satisfactory relationship in order to retain them for a long time because with the cost of attracting one customer, company can retain their customers on hand. Understanding where the customer is in the life cycle of RM is important to make decisions to retain them.
