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ACADEMICIA: An International Multidisciplinary Research Journal
Year : 2016, Volume : 6, Issue : 4
First page : ( 264) Last page : ( 271)
Online ISSN : 2249-7137.

Relationship marketing through social networking sites; why relationship marketing is essential for growing one's user base

Jain Bhawna*, Kashmi**

*Assistant Professor, D.D Jain Memorial College

**Research Scholar, D.D Jain Memorial College

Online published on 20 September, 2016.


Relationship marketing was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes customer retention and satisfaction, rather than a dominant focus on sales transactions. Relationship marketing has also been strongly influenced by reengineering. According to (process) reengineering theory, organizations should be structured according to complete tasks and processes rather than functions. That is, cross-functional teams should be responsible for a whole process, from beginning to end, rather than having the work go from one functional department to another.



Relationship marketing, Social Networking.


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