Wyższa Szkoła Biznesu - National-Louis University w Nowym Sączu
Abstract
Relationship Marketing means building, maintaining and expanding
customer relations. It requires collecting and processing customer information
in order to ensure a better and more comprehensive approach to customer
needs and wants as well as preferences.
Currently, in changeable market conditions, success can be achieved
only by those companies, which implement the best and reliable marketing
activities.
This article presents an essence and the meaning of individual
communication as a one of the fundamental element of Relationship
Marketing
