What is International Relationship Marketing (IRM)?

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What is International Relationship Marketing (IRM)?
Felix C. Poudeu, Management Consultant, Germany

International Relationship Marketing means relationship marketing in international context. It covers all actions for the analysis, planning, realisation, and control of measures that initiate, stabilise, intensify, and reactivate business relationships with the corporation's stakeholders - mainly customers - to the creation of mutual value.
International relationship marketing involves long-term, value-added relationships developed over time with customers and suppliers worldwide, contains three characteristics: marketing effectiveness, customer's satisfaction, retention and loyalty as well as customer's recovering...



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