The ultimate outcome of relationship marketing is referred to as the 'marketing network,' which includes the company and all its stakeholders, and is vital for building sustainable competitive advantage.
The ultimate outcome of relationship marketing is a unique company asset called the marketing network, which consists of the company and its supporting stakeholders. This concept transcends traditional branding tactics that focus on symbols alone, like Pillsbury's 'doughboy' or Apple Computer's 'bitten apple.' Moreover, the marketing network encompasses broader relationship dynamics that go beyond product branding or the supply chain. It encapsulates the full scope of connections and relationships a company builds with its various constituents, including employees, suppliers, distributors, and customers, thereby contributing to the market's structure and organization. Building a robust marketing network is vital for creating a sustainable competitive advantage, as it engenders trust, affection, and Pride—which is particularly crucial in social marketing campaigns that aim to spur behavioral change and environmental action.