This document discusses building customer relationships through relationship marketing. It explains that relationship marketing focuses on keeping current customers rather than acquiring new ones, as it is usually cheaper to retain existing customers. The goals of relationship marketing include attracting, retaining, and enhancing customer relationships to build a base of committed, profitable customers. Relationship marketing benefits both the organization through increased spending and profits over the customer's lifetime, and the customer through economic, social, and continuity benefits. Strategies for building customer relationships include focusing on quality, careful customer segmentation, and bonding strategies like financial, social, psychological, structural, and customization bonds.