A marketing strategy involving a company establishing a relationship with the customer which continues beyond the initial purchase.

Relationship Marketing was initially characterised as a method of marketing expanded from direct response marketing operations, which were concerned with customer retention and satisfaction, as a opposed to a central focus on sales. Relationship Marketing recognises the long term advantage of customer relationships and develops communication outside advertising and sales promotion.

See also:
Customer service programme
Marketing strategy
Direct response advertising (DRA)
Customer satisfaction