Customer Relationship Marketing represents a relatively new approach for the companies that wish to create a profitable long term relationship with their clients. CRM applications allow companies to collect and to use information about their customers in order to customize their offer for every client, to increase client’s trust in the company and to coordinate their relationship with clients a lot more efficient in all market stages. Every company may take advantage of a relationship marketing approach. In the present work paper we propose to examine the most important strategies necessary for companies to implement relationship marketing and also we would like to expose the benefits for the firms that already use relationship marketing strategies. In some situations, this approach is easier to implement (business to business situations or service industries), in others, such as consumer goods industries, it is more difficult. In conclusion, a relationship marketing strategy is becoming a must for surviving on market.

customer relationship, management, relational marketing, strategy