Author(s): Nihaiah J. Mahrakani
The purpose of this paper is to examine many views of marketing processes that have been studied in the marketing research in recent years, and which are being promoted as sources of long-term benefit for businesses. An examination of the four viewpoints; customer acquisition, customer retention, data base marketing, and building profitable relationships to survey their potential for accomplishing a sustained competitive advantage. The study proposes that those organizations that form solid, close, positive profitable relationships with their customers can possibly build and sustain a long-term competitive advantage that might exceed normal performance; the motivation behind this paper is to hypothetically resolve the inquiry, precisely what sort of relationship marketing prompts sustained competitive advantage? a survey was conducted to measure the effect on hierarchical performance of every one of the four viewpoints of relationship marketing and foster proper suggestions utilizing Barney's (VRIO) Framework from the field of key management. In addressing this research question, the study was conducted to look at more than the advantages of relationship marketing and research whether relationship marketing bodes well. Likewise, the relationship marketing is definitely not a solid strategy, yet that it exists in many structures, accordingly, one necessity to request which from these structures is best in the long term. At last, a portion of the current thinking from key administration into the space of relationship marketing. In the following segment, among the four points of view of relationship marketing was separated. Also, Barney's VRIO Framework will be discussed, and an evaluation for every one of the relationship marketing viewpoints and its linkage with competitive advantage. Later on, the outcomes of the study and implications will be discussed.