ing ▁is ▁maintain ing ▁a ▁relationship ▁with ▁customers . ▁Gu in ness ▁( 1 9 9 4 ) ▁prop ounds ▁that ▁relationship ▁market ing ▁is ▁a ▁conscious ness ▁that ▁regards ▁the ▁market ing ▁process ▁as ▁the ▁interaction ▁between ▁enter pr ises ▁and ▁various ▁aspects ▁of ▁relationships ▁and ▁networks . ▁According ▁to ▁his ▁research , ▁enter prise ▁faces ▁four ▁relations : ▁its ▁relationship ▁with ▁the ▁macro - environment , ▁that ▁with ▁the ▁micro - environment , ▁market ▁relations ▁and ▁relations ▁with ▁a ▁special ▁market . ▁In ▁addition , ▁enter pr ises ▁in ▁the ▁implementation ▁of ▁relationship ▁market ing ▁are ▁often ▁able ▁to ▁use ▁networks ▁to ▁promote ▁all ▁aspects ▁of ▁relationship ▁coord ination ▁and ▁progress . ▁ ▁In ternal ▁market ing ▁Rel ations hip ▁market ing ▁str esses ▁internal ▁market ing , ▁which ▁is ▁using ▁a ▁market ing ▁orientation ▁within ▁an ▁organization ▁itself . ▁Many ▁relationship ▁market ing ▁attributes ▁like ▁collaboration , ▁loyal ty ▁and ▁trust ▁determine ▁internal ▁customers ' ▁words ▁and ▁actions . ▁According ▁to ▁this ▁theory , ▁every ▁employee , ▁team ▁and ▁department ▁in ▁the ▁company ▁is ▁simultaneously ▁a ▁supp lier ▁and ▁a ▁customer ▁of ▁services ▁and ▁products . ▁An ▁employee ▁obtain s ▁a ▁service ▁at ▁a ▁point ▁in ▁the ▁value ▁chain ▁and ▁then ▁provides ▁a ▁service ▁to ▁another ▁employee ▁further ▁along ▁the ▁value ▁chain . ▁If ▁internal ▁market ing ▁is ▁effective , ▁every ▁employee ▁both ▁provides ▁and ▁receives ▁exception al ▁service ▁to ▁and ▁from ▁other ▁employees . ▁It ▁also ▁helps ▁employees ▁understand ▁the ▁significance ▁of ▁their ▁roles ▁and ▁how ▁their ▁roles ▁relate