Good relations
13 September 2012
Relationship marketing - the subject of a question in the November exam - is about more than customers, explains Jacqui Bishop. It extends to suppliers, employees, distributors and the media
One question posed particular problems in the CIPS November 2000 marketing examination. It asked for an explanation and examples of relationship marketing. Most people recognise relationship marketing is about building customer relationships, but it goes way beyond this to an entire network of relationships with all stakeholders.
Building and maintaining...