HOW TO IMPLEMENT RELATIONSHIP MARKETING

relationship marketing is an artifact that seeks to establish value by 'intimacy' or greater proximity to the customer, in order to make the offer adequate to keep the client loyal to the company. This article aimed to learn about relationship marketing and to understand how to implement relationship marketing within an organization. For this, it was based on a bibliographical research in books, scientific articles and Internet sites. Based on the literature it can be mentioned that to implant the marketing of relationship in a company can go through four steps, they are: the company must decide which customers to consider; you need to know the procedure for managing customer information; identify which processes can meet customer needs, and train staff to use the information.