• Mr Nitin Paliwal
• Dr. Joe Lopez

Relationship marketing is a new paradigm, which propounds ways to maximize an enterprise's returns in the newly emerging liberalized markets in India. The focus of the study is to explore the concept of relationship marketing (RM) in the context of cement industry. India is home to the world’s second largest Cement Industry and accounts for over 8% of the global installed capacity. Cement is one of the core industries which plays a vital role in the growth and expansion of a nation. The Indian cement industry has evolved significantly in the last two decades, going through all the phases of typical cyclical growth process. After a period of over-supply and a phase of massive capacity additions, the industry is currently in a consolidation phase. Relationship marketing is important for building long-term relationships with customers and contributes to organisational profitability. The main objective of the study was to review and analyze key dimensions of RM in the cement industry. The study is based on the secondary data & literature review and desk research on RM in Cement Industry has been carried out. The results revels that relationship marketing dimensions have significant effect on customer attitude, satisfaction and retention in cement Industry.

Cement Industry, Consolidation, Long-Term Relationships, Relationship Marketing

"RELATIONSHIP MARKETING IN CEMENT INDUSTRY: A REVIEW AND SYNTHESIS OF RECENT RESEARCH", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.573-584, June-2019, Available :http://www.jetir.org/papers/JETIR1906B94.pdf

"RELATIONSHIP MARKETING IN CEMENT INDUSTRY: A REVIEW AND SYNTHESIS OF RECENT RESEARCH", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp573-584, June-2019, Available at : http://www.jetir.org/papers/JETIR1906B94.pdf