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This chapter aims to present the interdependence between relationship marketing and customer relationship management. There is an evolutionary time lag between the emergence of the two concepts, with relationship marketing research emerging first and customer relationship management relatively more recent. Both concepts are very important for marketers and for entire organizations. An added value of the chapter is the practice example on the Romanian market, which consists of two “twin” programs of Carrefour Romania. Another added value is a set of 10 suggested future directions in research and practice related to relationship marketing and customer relationship management.

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Relationship Between Relationship Marketing and Customer Relationship Management

  • 章节

  • 发表日期：

    2025年

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  • Carmen Bălan

摘要

This chapter aims to present the interdependence between relationship marketing and customer relationship management. There is an evolutionary time lag between the emergence of the two concepts, with relationship marketing research emerging first and customer relationship management relatively more recent. Both concepts are very important for marketers and for entire organizations. An added value of the chapter is the practice example on the Romanian market, which consists of two “twin” programs of Carrefour Romania. Another added value is a set of 10 suggested future directions in research and practice related to relationship marketing and customer relationship management.