Disciplinary Roots of Relationship Marketing

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The disciplinary roots of relationship marketing can be traced back to several fields, including economics, psychology, and sociology. Economists have studied the importance of customer loyalty and the costs and benefits of customer acquisition versus retention. Psychologists have explored the role of trust and emotional attachment in shaping consumer behavior. Sociologists have examined the social and cultural factors that influence consumer attitudes and preferences. Together, these disciplines have contributed to our understanding of relationship marketing and its potential benefits for businesses. By drawing on insights from these diverse fields, businesses can create a relationship marketing strategy that is grounded in sound research and best practices.


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