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1 Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie

1 2013

1 Jasiak M.

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Jasiak M.

Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie

2013

nr 905

91-103

Relationship management as the totality of actions taken to build a loyal group of regular customers can help a company gain access to new customers, while maintaining a balance with regard to its objectives, opportunities and threats in the market and the development of its resources. Relationship marketing, known also as affiliate marketing, is a modern system focused on the individual user, the guiding objective of which is to build long-term relationships with customers, allowing the company to increase profitability and reduce the cost of operations. Given the changes taking place within the enterprise environment, building lasting relationships with customers allows a company to achieve competitive advantage. An element conditioning the stability of the relationship is, however, knowledge about the modern economy – the most valuable resource on the market – the collection and appropriate use of which form the basis for making decisions of a strategic nature and designing the company’s marketing strategy.