The 21st century has brought about creativity and innovation at a speed that people have never seen. This innovation has made it essential for companies to reach a global market. Marketing management practices have moved to promote a more interactive dialogue between companies and customers, where both are actively involved in exchanging information. This approach is called relationship marketing.

 

Think back to your last 5 large-medium purchases (can be over a month or could be years). Then, answer the following:

• Examine and discuss how you felt after each transaction and whether it was relationship marketing (RM) or transactional marketing (TM).