Page "Relationship marketing" Paragraph 11

Relationship marketing has also been strongly influenced by reengineering.

According to ( process ) reengineering theory, organizations should be structured according to complete tasks and processes rather than functions.

That is, cross-functional teams should be responsible for a whole process, from beginning to end, rather than having the work go from one functional department to another.

Traditional marketing is said to use the functional ( or ' silo ') department approach.

The legacy of this can still be seen in the traditional four P's of the marketing mix.

Pricing, product management, promotion, and placement.

According to Gordon ( 1999 ), the marketing mix approach is too limited to provide a usable framework for assessing and developing customer relationships in many industries and should be replaced by the relationship marketing alternative model where the focus is on customers, relationships and interaction over time, rather than markets and products.