Literatur Review: Strategi Relationship Marketing Dalam Meningkatkan Kinerja Manajemen Pemasaran
Abstract
Relationship marketing is a strategic approach that emphasizes the importance of building long-term relationships with customers to increase customer loyalty, satisfaction and retention. This research aims to analyze the implementation of relationship marketing strategies and their impact on marketing management performance. In an era of intense business competition, implementing this strategy is the key to gaining sustainable competitive advantage. This research is a literature review by reviewing and analyzing various relevant original research sources regarding relationship marketing strategies in improving marketing management performance. Article searches were carried out on the electronic databases PubMed, Google Scholars, Science Direct and Mendeley with the keywords "relationship marketing strategy", "improving marketing management performance" from January to February 2025. More in-depth review and analysis using qualitative analysis methods with a library research approach . The results of the literature study show that companies that implement relationship marketing effectively are able to improve marketing management performance which involves various aspects such as investment in CRM technology, effective communication, superior customer service, personalization, and intelligent use of data. This research makes an important contribution to the marketing literature by highlighting the importance of a holistic and integrated approach in implementing relationship marketing.
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