Mass marketing vs relationship theory

mass marketing vs relationship theory

Relationship marketing and customer relationship management are two phrases can help you to establish mutually beneficial relationships with customers. Aggregated data on transactional and relationship marketing indicators (% of usage) Source: are given to support the theoretical description of relationship marketing. .. of mass-marketing, focusing on consumer goods. Relational Marketing; Mass Consumption Intermediate Customers; . dynamics of interaction and formal and informal relationships among various departments.

The clock is ticking, and the goal is to sell as many of the featured item as possible. The product manufacturers do not take the time to build relationships.

Relationship Marketing vs. Transactional Marketing | Your Business

Rather, they use incentives, discounts and buzz words to make as many sales as they can during a short period. Relationship Marketing Relationship marketing has broader, longer-term goals than transactional marketing. Relationship marketing focuses on developing long-lasting relationships with clients to secure sales well into the future.

mass marketing vs relationship theory

Some relationship marketing strategies including branding, customer service training, community and media relations, social media, newsletters, blogs, referral programs and frequent buyer incentives.

These marketing efforts are investments in the promise of long-term sales. Face-to-face interaction is less frequent, and many more services and product transactions are occurring behind a computer screen.

With a few clicks on their keyboards, clients can access a world of information that influences their purchase decisions, making the client relationship more important than ever. While the Internet has reduced face time with clients, it has provided more and different avenues to develop relationships with current and prospective clients.


The search was restricted to the best known international marketing journals between and We found 31 papers addressed the CLV issue but only six articles dealt with distribution channels when addressing the issue of Relational Marketing management.

Moreover, these channels never Relational marketing in mass marketing. Recently, a major contribution to specialized journals was published Das, concerning Relational Marketing as applied to exclusive banking and finance services.


In regards to all other sectors, our review did not identify any bias towards a particular industry each one of them had been addressed between one and thirteen times.

We also found that the sectors less studied included the mass consumer industry, for which only three studies had been done since However, since Das does not include among his criteria Relational Marketing by type of relation, it cannot be determined whether those three studies fall within or outside the field of distribution channels and, more specifically, the distributor channel.

This author found only one study in Latin America in Argentina, which, because of its peculiarities, differs significantly from most regional countries.

mass marketing vs relationship theory

Because of Latin American peculiarities, the traditional channel should be researched more in depth. However, existing evidence shows this is not happening. Even more so, we have found indications that CLV, despite being the least complex of all, is not easy to use, either, and has only recently started to be used, but only in countries where sales are concentrated by large companies Kracklauer, ; Berger et al.