Relationship Marketing: A Contemporary Evaluation

Trade though not a recent phenomenon brought a radical change in every country. In theearly times, trade took place inorder to gratify the requirements of the individuals. The increasing demand for the goods and services brought about the industrial revolution. Later to reach the target customers and bring awareness about the products the companies had to enforce some strategies so that the customers would be aware of the company's products and could reach them. Thus, marketing concept came into existence. A change in the marketing structure has strengthened the relationship between the buyer and the seller. Globalization has also contributed to embrace various relationship marketing strategies. This paper tries to highlight the contemporary evaluation to provide a platform for the customer centre philosophy and the application of relationship marketing at present and inf uture. The paper also stresses upon bridging the gap between pre­ industrialization and post-industrialization marketing practices.