- Relationship marketing is about creating customer loyalty through maintaining and fulfilling customer needs over the long term using customer relationship management. - Personal selling builds relationships and is important for generating revenue, providing customer service, and satisfying customers, which leads to customer retention and success in competitive markets. - Effective relationship marketing involves salespeople maintaining direct, regular contact with customers to provide the right products and ongoing service to keep customers loyal over time.

1. Relationship Marketing – Chapter 3 Introduction to Sales Management