Relationship Marketing and Customer Relationship Management

Relationship Marketing and Customer Relationship Management. This book presents a dramatic change in the view of the meaning of marketing. The traditional '4 Ps' of marketing have to be reconsidered from a customer-oriented perspective and the transactional marketing approach should focus on customer retention. Also, market segmentation no longer appears to be operating effectively. A paradigm shift is clearly necessary, from marketing to anonymous masses of customers to developing and managing relationships with more or less well-known, or at least somehow identifiable, customers.