Relationship Marketing

Similar or Alternative Terms Meaning the Same Thing	Direct Response (DR) Marketing, Permission Marketing
Related Term(s)	Interruption Marketing

Use of various interactive media to develop, maintain, and foster a relationship with a current and prospective customer to maximize need satisfaction, share of mind and budget, and nurture loyalty and, ultimately, advocacy of the brand of a product or service.

Source: Terry Nugent, Director of Marketing, Medical Marketing Service, Inc. (MMS).

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Relationship or DR marketing is designed to achieve two-way dialogue with the prospect. The one-on-one nature of direct-response marketing is ultimately designed to affect behavior.

"Relationship marketing is permission-based. Communications are anticipated and relevant instead of random. Every communication asks for dialogue with respect. When permission is obtained, it creates a positive brand experience at every touch point.

Source: Keli Bennett, Consumer Marketing Director at Abbott Laboratories quoted in "Evolve Your Brand into a Relationship with Consumers and Physicians".

Article: "Out-of-the-Box Marketing: Will It Work for Pharma?"