Relationship marketing in retail micro-enterprises

This book presents studies on the evolutionary process of marketing in the commercial context between organisations and customers. The book offers a wide-ranging entrepreneurial vision for retail micro-businesses, showing that the relationship between company and customer is a key factor in today's globalised market. The author invites the reader to reflect on the impact that the application of relationship marketing can have within companies that have a high level of competition and consumer turnover, because this management tool allows these two factors, seen by many companies in this field as impediments to the rise of the business, to become instruments that, if handled well by relationship marketing, are capable of producing what all companies strive for: customer satisfaction, retention and loyalty. Relationship marketing is thus the new market trend that is opening up ways for micro-enterprises to become giants in their business.