Sustainable relationship Marketing Assignment Example | Topics and Well Written Essays - 6000 words

Sustainable relationship Marketing - Assignment ExampleIt transcends the boundaries between specialist functions and disciplines. Gummesson (199973). descent market placeing is closely intersected with sustain capability a form of development that meets the needs of the present without compromising the ability of future generations to meet their own needs (Benn & Martin, 2014742). Nowadays, the role of RM is recognized by many different organisations, run in various industries. Increasing number of organisations strive to focus on guest retention, to emphasize customer helping, to maintain high contact with customers, and to pursue long-term relationships (Christopher, Payne, and Ballantyne, 1991). Relationship marketing is viewed as a three-dimensional discipline, which has many different models applicable to various situations. Five major models discussed in this report are (1) Relationship Marketings Six-Markets place (2) Sustainable Marketing Model (3) Ethical Relationsh ip Marketing Model (4) The Morgan-Hunt Model of Relationship Marketing and (5) Return on Relationship Model. Combined use of these five models enables to escort various aspects of relationship marketing, interrelationship and connection of different elements. A company implementing RM strategy gains increased opportunities for retaining be customers and build profitable long-term and sustainable relationship. In order to test this hypothesis, there was chosen McDonalds club for further analysis.The research shows that initially McDonalds has made a focus on customer-centric approach early originally the concept of relationship marketing has gained wider popularity. However, by 1990s the company has failed to ensure excellent customer service and value-added approach because of quick geographical expansion of its restaurants. However, soon the company has recovered its position on the market by developing comprehensive relationship marketing strategy, focusing on three major mark ets customers,