Competitive advantage in market space: Implications of relationship marketing

The Internet has been playing a key role to prolifically reach the target market. Simultaneously, the implications of Relationship Marketing (RM) to establish, maintain and enhance competitive advantage in the traditional marketplace are widely recognized. However, because of the online, ongoing, and on time communication approach of the Internet (the market space), the application of RM in the market space evolves as more sensitive than the traditional marketplace. From this context, this chapter attempts to recognize the RM perspectives that are standardized as RM indicators of five grown organizations and have been playing a key role to influence their competitive advantage in the market space. Fifteen RM indicators are attributed from the Internet marketing practices of these organizations that could be utilized to sustainably nurture competitive advantage in the market space. The application of these RM indicators emerges as viable across industries and markets.