RELATIONSHIP MARKETING AS ORGANIZATIONAL STRATEGY

摘要

The primary task of relationship marketing, as strategy, is meeting customers' needs. Currently, the consumer is better informed and due to the wide range of products and services with similar qualities, he dictates the rules in most of the market segments. Therefore, identifying and meeting customers' needs is essential to develop and maintain successful partnerships. This work studies relationship marketing application as organizational strategy. Thus, it has been conducted a descriptive study with a qualitative approach in a Brazilian telecommunication industry, Intelbras. It was found principles and concepts of relationship marketing are strongly embedded in the organization's strategies. Moreover, people and information technology are essential factors, in order to maintain relationship marketing strategies.