Marketing relationship strategies seek to achieve high levels of customer satisfaction through collaboration of the' parties involved. Marketing relationship partners may include end-user customers, marketing channel members, suppliers, competitor alliances, and internal teams. The driving force underlying these relationships is that a company may enhance its ability to satisfy customers and cope with a rapidly changing business metronome! Through partnering Relationship marketing gained new importance in the1990s as customers became more demanding and competition became more intense. Building long-term relationships with customers offers companies a way to build competitive advantage. Similarly, forging relationships with suppliers, channel-of distri­bution members, and sometimes competitors help to provide superior customer value. Although building collaborative relationships may not always be the best course of action, this avenue for gaining a competitive edge is increasing in popularity..

Calyx and Corolla (C&C) markets fresh flowers by phone and mail order. Marketing relationships are the lifeblood of this innovative business. C&C has formed a network of relationships with flower growers. Federal Express and the buyers of its wide variety of flower arrangements and floral designs. C&C creates the arrangements, portrays them in its catalog, and provides over 25 growers with attractive packaging materials. The growers receive orders and pick up and delivery information via the Federal Express information system. Federal Express delivers the fresh-cut flowers much faster than, using the grower-to-wholesaler-to-retail shop distribution channel. Fast delivery of fresh flower arrangements and innovative designs enables C&C to provide superior customer value