Marketing relacional y propuesta de fidelización para una empresa de servicios publicitarios

Relationship marketing is a derivation created based on traditional marketing, with the aim of improving communication potential and current customers to foster loyalty create long-term relationships. Based aforementioned, present study applied relationship strategy in an advertising services company, validated by seven experts using Delphi method, increasing customer loyalty. The was methodology proposed EAE Business School, which five steps were taken into account: Diagnosis generating two-way communication, monitoring interests needs, analysis provision information collected, implementation technological tool. CRM. result obtained relational proposal aforementioned steps, together schedule its risk matrix, allowed consolidating validity proposal. Due situation, CRM tool limitation. This research could be replicated as improvement other sectors.