Relationship marketing.(Checklist 171)(suggestions for customer relationship management) From: Chartered Management Institute: Checklists: MarketingStrategy | Date: October 1, 2005 | COPYRIGHT 2005 Chartered Management Institute. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group.Copyright information

This checklist outlines the process for drawing up and implementing a relationship marketing strategy.

Relationship marketing is often represented as a developmental process, the aim of which is to increase customer loyalty and improve the relationship customers have with an organisation. The process evolves through a series of stages or steps which reflect the customers' increased importance or value to an organisation. The six stages are: prospect (a potential customer...