For decades, companies rely on push marketing to sell their goods and services. Then, in the 1990s, the focus shifted to relationship marketing, as slogans such as "delight your customers" became the mantra of many marketers. However, this tactic was losing its effectiveness, particularly as customers continue to grow. Thanks to digital technology, such as Internet today more and more educated consumers expect companies to do more than just to please them. Responding to innovative companies are now trying a different approach: they provide customers with an open, honest and complete information, and then to find the best products for them - even if these proposals are from competitors. short, they really represent the interests of their clients, in essence, become advocates for them.'s strategy is the following: If the company performs for its customers, they will reciprocate with their trust, loyalty and buying - either now or in the future. firm can then command higher prices for their products and services, as many customers will be willing to pay for the additional cost. And when people trust the company, they will often tell others about it, which helps organizations reduce costs the acquisition of new customers. "Hide
by Glen L. Urban Source: MIT Sloan Management Review 8 pages. Publication Date: December 1, 2004. Prod. #: SMR129-PDF-ENG
