How to Maintain the Relationship Marketing in Business-to-Business: A Case Study of Telecommunication Industry in Indonesia

Abstract

This study examines the role of relationship marketing in Business-to-Business (B2B) infrastructure communication, using PT. xyz as a case study. As part of PT. xyz plays a key role in the development and management of broadband network infrastructure across Indonesia. This research investigates how PT. xyz builds and maintains strong, mutually beneficial relationships with corporate clients through B2B marketing strategies. By focusing on strategic planning, implementation, and evaluation, the company applies an Integrated Marketing Communication (IMC) approach to foster effective relationships. This research also highlights the importance of understanding customer needs, competitor analysis, and technological advancements in shaping marketing strategies. The findings demonstrate that PT. xyz uses digital technologies, including mobile applications, to strengthen customer engagement and retention. The company’s use of Customer Relationship Management (CRM) practices enhances long-term relationships with clients, ensuring sustainability in a competitive market. By leveraging feedback and continuous innovation, PT. xyz successfully adapts to the changing demands of the digital era, offering valuable insights into effective B2B marketing communications in the telecommunications industry.