The International Journal of Business & Management

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Relationship marketing is pivotal to relationship creation and managing customer relations. This paper provides a recipe for enhanced debate on existing marketing management discourse from a relationship building platform. Various issues have been discussed from a critical perspective, focusing mainly on what relationship marketing is, and how it benefits industry and specific terms. The fundamental purpose of the paper is to provide key linkages and key drivers that make the relationship marketing discipline a key functionality in its own right.


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