In Chapter 8, Relationship Marketing, David McMahon explains why long-term business growth comes from building meaningful, ongoing relationships with customers—not from one-time promotions or transactional selling. He emphasizes that modern consumers choose when, where, and how they engage with brands, making relevance and trust critical. Effective relationship marketing focuses on understanding customer behavior, delivering timely and useful communication, and staying top of mind through consistent, value-driven touchpoints.

David highlights the importance of segmentation, personalization, and follow-up as core parts of the strategy. Rather than broadcasting the same message to everyone, successful businesses tailor communication based on customer needs, interests, and past interactions. When executed well, relationship marketing increases loyalty, repeat business, and lifetime customer value while strengthening the overall customer experience.