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  • THE IMPACT OF RELATIONSHIP MARKETING AS A TOOL FOR CUSTOMER SATISFACTION AND PROFITABILITY. (A CASE STUDY OF INTERCONTINENTAL BANK PLC, ABA)

PROJECT TOPIC: THE IMPACT OF RELATIONSHIP MARKETING AS A TOOL FOR CUSTOMER SATISFACTION AND PROFITABILITY. (A CASE STUDY OF INTERCONTINENTAL BANK PLC, ABA)

Project Body:


CHAPTER ONE

INTRODUCTION

1.1       BACKGROUND OF THE STUDY

Relationship marketing is one of the aspects of newly developed philosophy in marketing, which is Holistic marketing. It holds the fact that “everything matters with marketing and that a broad, integrated perspective is often necessary, Increasing a key goal of marketing is to develop deep, enduring relationship with all people or organization that could directly attract the success of the firms marketing activities.

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