Relationship Marketing Management: The Internal And External Market Dimensions In Marketing Planning

Abstract

Relationship Marketing is an emergent disciplinary framework for creating, developing and sustaining exchanges of value, between the parties involved, whereby exchange relationships evolve to provide continuous and stable links in the supply chain. This paper highlights the role of internal marketing and the complexity of the web of social interaction that is directed towards successful external economic exchanges. Further, it argues for a shift in market planning orientation away from financial resource decisions (the traditional marketing mix). This involves designing a way forward which seeks collaborative and competitive advantage in managing the dynamic tension between value propositions (benefits) offered, building trust and reducing costs.