Relationship marketing is still a new concept that hasn’t yet been explored to its fullest extent. The purpose of relationship marketing is to ensure customer retention and satisfaction by fostering conversations about products and services. A paper by Jung, et. al. (2013) discusses how relationship marketing can improve upon value and retention by augmenting traditional advertising methods through the use of informal conversation. Relationship marketing is still a somewhat unstructured approach lacking a cohesive theoretical model. Those models are in the process of development. The goal is to improve customer satisfaction, improve relationships and foster an important message but how that is done in an effective manner is difficult to define. Getting right into the middle of people’s online conversations certainly has its advantages in changing the nature of those conversations. It is a direct focus tactic that provides a level of debate and discussion about the prod
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