Customer Relationship Marketing

Marketing has been a major component in organisations, it exhibits the primary focus on transactional exchange and its key focus on the products or services may be of interest to customers, and the strategy to use in sales, communications and business development (Kotler, 2009). The history of marketing and marketing practices itself can be related back to as far as 7000 B.C. (Carratu 1987), it derived from the changing revolutions as well as the rise of economies particularly in the 19th century (Robert 1988). Marketing come from evolving practices, approaches and theories that have been accumulated and brought up from scholars, business people and practitioners. The changing environment in organisations, social changes, development, and particularly the growth of national and international economies has led to organisations into the field of marketing.

The earlier approach to marketing orientation included the production, product, selling and marketing orientation. Until the 1950s, firms focused on the production orientation, this significantly called for the firms to produce at rapid rates allowing for productivity development and production efficiency. French economist John Maynard Keynes formulation of Say's law of how ‘supply creates its own demand’ allowed open opinions for the production orientation to pursue. As far from development, the production era brought up issues of narrow product lines, pricing based on the costs of production and distribution, research was limited, promotion and advertising was minimal (Kotler, 2009), causing further changes and developments to commence in which its key focus on the quality of the product instigated, therefore production orientation evolved within the product orientation.

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...onship within the organisation. Kotler (1972, p. 46) observed on the subject of further shifts in marketing, in which he believed that the emergence of a relationship focus will supply a ‘refreshed and expanded self concept’ to marketing.

Works Cited

Kotler, Philip; Gary Armstrong, Veronica Wong, John Saunders (2009). "Marketing defined". Principles of marketing (5th ed.). p. 7

Bartels, Robert (1988). The History of Marketing Thought (3rd. ed.). Columbus: Publishing Horizons

Adcock, Dennis; Al Halborg, Caroline Ross (2001). "Introduction". Marketing: principles and practice (4th ed.). p. 15.

Jenkinson, A. (2006) Do organisations now understand the importance of information in providing excellent customer experience? Journal of Database Marketing & Customer Strategy Management. v13 n4. p248-260

Mason, C. (2011) Relationship Marketing: Lecture 1, Slide 6-18,