Review of Professional Management- A Journal of New Delhi Institute of Management

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The paper discusses the evolution of relationship marketing approach to marketing and highlight the importance of this approach in today's highly competitive world. The thoughts of various management thinkers on relationship marketing approach have been also incorporated along with the recent attempts to create a platform for the implementation of Relationship Marketing Philosophy. The present paper also traces out some of the impediments that a modern marketer has to face in its path to implement relationship marketing. Various relationship-building tools have been also highlighted to provide an overview of the application of this philosophy in the modern business organization. In the end the paper envisages as to how relationship marketing tries to make marketing work in today's complexities by removing marketing imperfections.
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