Glossary of Marketing Communications Terminology

Relationship Marketing

The strategy of establishing a relationship with the customer which continues well beyond the first purchase.

• R & D
• RAPPIES
• Rate Card
• Rectangle Ad
• Reference Group
• Relational Database
• Relationship Marketing
• Rep Firm

• Repertory Grid Method (RGM)
• Residential Training Courses
• Return on Investment (ROI)
• Return on Marketing Investment (ROMI)
• Rich Media
• run-of-network (RON)
• run-of-site (ROS)