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When is the relationship marketing approach the best for a marketing strategy?

According to Michael Lowenstein, relationship marketing will build both emotional and rational value provision and will create higher-profit engagement with customers.

When is the relationship marketing approach the right approach to take and when is the transactional marketing approach appropriate?

Relationship marketing, in my view, is always preferable to transactional marketing. Why? Relationship marketing will build on both emotional and rational value provision, and is more likely to create differentiated, longer-term, higher-profit engagement with customers. Transactional marketing tends to be very passive, reactive, tactical and, especially, commoditized and more driven by functional, rational elements of value delivery.

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