Relationship Marketing: back to the future

  • Paulo Parracho Leal & Soares SA
Palavras-chave: Relationship, Marketing, Information, Emotions, Value


The Primary objective of this article is to dissect Relationship Marketing by breaking it down into two separate words, and to address each one’s simple immutable meaning. We’ll also go on to discuss what (re)triggered this “new” specialization to emerge, the advantages and disadvantages that should be considered when implementing a full circle RM in our organization strategy, and to what levels we can take it. This article will go further on and try to provide tips on some key factors that are mandatory to achieve this implementation from the inside and out of an organization.