Relationship Marketing : A Decisive Perspective To Develop International Business

• From the late 1970s, in business context, the thoughts of business have shifted from transaction-oriented exchange to long-term buyer-seller relationships that presented relationship marketing term (RM). This paper attempts to draw attention to the dominant role of RM in tourism business as well as its influence on international commerce. Business activities in tourism industry, such as import/export the products to/from the destination/origin countries for tourism facilities is well recognized as vital parts of global trade. Establishing, developing and maintaining long-term relationship with trade partners is essential for business success and continuing profitability. In worldwide commerce relations, RM as a crucial viewpoint forms the foundation to achieve success in terms of mutually beneficial trade between business partners. The aim of this paper is to examine the conceptual issues related RM as an influential point of view to develop international business. It focuses on tourism industry as an imperative part of global business. The paper summarizes main issues regarding key role of RM in tourism business as well as its influence on increasing international commerce.

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