According to the text, beyond creating short-term transactions, marketers need to build long-term relationships with valued customers, distributors, dealers, and suppliers. Today, companies want to build a unique company asset called a marketing
network. A marketing
network consists of
the company and all its supporting stakeholders. These would be the customers, employees, suppliers, distributors, retailers, ad agencies, and others with whom it has built mutually profitable business relationships. Tools that the marketer might use to develop stronger bonds with consumers might be to add or increase financial benefits, social benefits, structural ties, and make sure that all customers are profitable customers. The idea behind relationship marketing
through a marketing
network is that if a company builds a good network of
relationships with key stakeholders, profits will follow for all.