▁relationship ▁market ing ▁revol ves ▁around ▁gain ing ▁loyal ▁customers . ▁According ▁to ▁Li am ▁Al vey , ▁relationship ▁market ing ▁can ▁be ▁applied ▁where ▁there ▁are ▁compet itive ▁product ▁alternatives ▁for ▁customers ▁to ▁choose ▁from ▁and ▁an ▁on going ▁desire ▁for ▁that ▁product . ▁Research ▁studying ▁relationship ▁market ing ▁suggests ▁that ▁companies ▁can ▁do ▁this ▁through ▁one ▁of ▁the ▁three ▁value ▁strateg ies : ▁best ▁price , ▁best ▁product ▁or ▁best ▁service . ▁Hence ▁companies ▁can ▁relay ▁their ▁relationship ▁market ing ▁message ▁through ▁value ▁statements . ▁ ▁The ▁practice ▁of ▁relationship ▁market ing ▁has ▁been ▁facil itated ▁by ▁several ▁gener ations ▁of ▁customer ▁relationship ▁management ▁software , ▁which ▁track ▁and ▁analyze ▁each ▁customer ' s ▁prefer ences ▁and ▁activities . ▁For ▁example , ▁an ▁autom obile ▁manufact urer ▁maintain ing ▁a ▁database ▁of ▁when ▁and ▁how ▁repeat ▁customers ▁buy ▁their ▁products , ▁including ▁data ▁concerning ▁their ▁choices ▁and ▁purchase ▁finan cing , ▁can ▁more ▁efficiently ▁develop ▁one - to - one ▁market ing ▁offers ▁and ▁product ▁benefits . ▁Moreover , ▁extensive ▁use ▁of ▁such ▁software ▁is ▁found ▁in ▁web ▁applications . ▁A ▁consumer ▁sho pping ▁profile ▁can ▁be ▁built ▁as ▁a ▁person ▁sh ops ▁online ▁and ▁is ▁then ▁used ▁to ▁compute ▁his ▁likely ▁prefer ences . ▁These ▁predicted ▁offer ings ▁can ▁then ▁be ▁presented ▁to ▁the ▁customer ▁through ▁cross - s ell , ▁email ▁recommendation ▁and ▁other ▁channels . ▁ ▁Rel ations hip ▁market ing ▁has ▁also ▁migr ated ▁back ▁into ▁direct ▁mail . ▁Mark eters ▁can ▁use ▁the ▁techn ological ▁capabilities