Relationship marketing. Competitive and saturated markets complicate the acquisition of new clients. Therefore, the relationships with existing customers play an important role. In the relationship marketing, marketing efforts of an enterprise focus on building and designing long-term relationships with its stakeholder groups, particularly with the customers, in order to achieve competitive advantages over its competitors. Demand-conscious and individual customer orientation should result in a high level of customer loyalty.

Source: http://wirtschaftslexikon.gabler.de/Archiv/3768/relationship-marketing-v7.html