According to Cram, relationship marketing is the consistent application of up-to-date knowledge about individual customers to product and service design, which is communicated interactively in order to develop a continuous and longterm relationship between customers and suppliers that is mutually beneficial. The emphasis of relationship marketing is on the share of the individual’s purchasing rather than the share of the overall market, with concentration on customer retention and repeat buying through an on-going responsive dialogue. The focus is on extracting more sales from existing customers through marketing activity, rather than marketing programmes designed to attract new customers.