Anggun Anggita Kinasih



The paradigm shift from transactional marketing to relationship marketing since the early 1990s has been mostly applied by academics or experts in the field of marketing, especially in Western European countries that apply in the marketing and service industry. Changes in relationship marketing focus on customer relationships for a long time. Therefore it is necessary to have strategic planning and program implementation in the company. Corporate strategy, business strategy and functional strategy in marketing strategy need a competitive advantage in the company's portfolio. The function of marketing strategy planning can achieve its objectives if marketing planning is directed at the overall corporate strategy by considering the role and dynamics of organizational behavior that includes structure, individual or employee behavior, and organizational culture. Developing a marketing plan through an organizational behavior approach can be done with the behavioral dimensions that are connected through the manager's organizational and cultural dimensions through top managers in implementing strategic design.

Keywords : relationship marketing, planning, strategy, manager

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