Relationship marketing is a strategic approach that, "links the organization to its individual customers, employees, suppliers, and other partners for their mutual long-term benefit" (Kerin & Hartley, 2022). Anecdotally, I recently saw an organization gently remind and encourage its consumers to use their app. It keeps people loyal and engaged with the organization and provides a real service for the consumers to stay up to date on events, find resources, etc. This is just one of many examples of relationship marketing. Relationship marketing alsoleverages promotional mix components like advertising, public relations, sales promotions, personal selling, and direct marketing to amplify customer contentment and involvement. In the consumer purchasing journey, B2C transactions feature solitary decision-makers swayed by emotions and widespread marketing campaigns, while B2B acquisitions encompass several decision-makers, logical considerations, substantial transaction volumes, and customized marketing channels.

Reference:

Kerin, R. A., & Hartley, S. W. (2022).Marketing: The core(9th ed.). McGraw Hill.

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