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Relationship marketing: a form of avoidance relationship?

Wright, Diane L. (2006) Relationship marketing: a form of avoidance relationship? UNSPECIFIED. Manchester Metropolitan University.

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Abstract

This paper argues that the development of Customer Relationship Management (CRM) software has not yet encouraged the adoption of technology for the true purposes of Relationship Marketing in consumer oriented fields. The available software allows little of the customisation required for true Relationship Marketing and does little to promote a reciprocal relationship between organisation and customer. The proposed analysis of some of the software available on the market in the field of Relationship Marketing (RM) will either support or refute this argument, by investigating the nature of the software and by considering whether relationships are built (or merely managed) by using it.

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