62 ALL INDIA COMMERCE CONFERENCE OF INDIAN

COMMERCE ASSOCIATIONN
Hosted

by

Maharshi Dayanand Saraswati University,Ajmer

10-12 October, 2009.

Paper

On

RELATIONSHIP MARKETING AS A
STRATEGY

Presented

By

Dr.C.S.Yatnalli
Selection Grade Lecturer in Commerce
M.A.S.C.College,HAUNSHBHAVI
(Karnataka)
Prof. M.B.Banakar
Lecturer in Commerce
B.R.Tambakad Degree College,Hirekerur
(Karnataka)
 Social Responsibility of Indian Corporate Sector-Key
Challenges
_______________________________________________
_
* Dr.C.S.Yatnalli. ** Prof.S.S.Pattanashetti. *** Prof. M.G.Koti.
_______________________________________________________________________
_

Introduction:

The social responsibility of business encompasses the economic, legal, ethical and
discretionary expectations of the society that have the organizations at a given point in
time. The concept of (Corporate Social Responsibility) CSR originated in the 1950s in
USA. CSR became a matter of almost importance of diverse groups demanding change in
business. It is voluntary assumptions of responsibilities that go beyond the economic and
legal responsibilities of corporations. The ethical responsibilities are the additional
behaviours and activities that are not necessarily codified into law but nevertheless are
expected by society. We define Corporate Social Responsibility (CSR) as conducting
business in ways that provide social, environmental and economic benefits for the
communities and geographies where we operate.
The term 'corporate social responsibility' (CSR) refers to ethical, legal and
philanthropic behaviour in the workplace, market and community. The respect for
employees, the community and environment is thus central to CSR. However this is
always observed with corporate profitability as the overriding objective. At it's best, CSR
should bolster a corporate's status and contribute lasting value to its shareholders as well
as to society at large.

• Selection Grade Lecturer in Commerce, MASC College, Haunsbhavi, Dist: Haveri.

• Selection Grade Lecturer in Commerce,Shankar Arts and Commerce College, Navalagund.
• Selection Grade Lecturer in Commerce,Arts and Commerce College, Gangavati.
What is Corporate Social Responsibility (CSR)?

Corporate Responsibility is about how companies conduct their business in a

way that is ethical. This means taking account of their impact socially,
environmentally, economically and in terms of human rights. It can involve a range of
activities such as:

• Working in partnership with local communities

• Socially responsible investment (SRI)
• Developing relationships with employees and customers
• Environmental protection and sustainability

“It can be seen as a form of strategic management, encouraging the organisation

to scan the horizon and think laterally about how its relationships will contribute long-
term to its bottom line in a constantly changing world” (Chartered Institute of Personnel
and Development).

The CSR initiatives are designed to meet a genuine need in the community.
Through various undertakings companies pursue economic, social and environmental
goals. Charities can benefit from tapping into the CSR agenda, by identifying a
company who would make a good partner, seizing different CSR initiatives and
developing corporate partnerships.

Types of CSR initiatives

• Socially aware policies and practices in the workplace

• Cash donations
• Employee skill-sharing and volunteering
• Donations in-kind
• Cause-related marketing, lobbying and campaigning
• Sponsorship programmes
• Community training programmes
• Ethics and compliance programmes
• Environmental initiatives
• Efforts at increasing diversity.
 CSR covers all aspects of an organisation’s operation, inter-alia the relations with
stakeholders including the employees as one of them. Business cannot exist or prosper in
isolation. They need the infrastructure that society provides, its source of employees.
CSR is recognition of that interrelationship and inter-dependence and a means of
delivering on that obligation. It is recognition on the part of the business that profit
making entities’ do not exist in vacuum; and a large part of any success they enjoy is as
much due to the context in which they operate.
The goal of economic system –a business organisations, should be to
further the general social welfare viz. External beyond the maximisation of efficiency and
profit. Increasingly, the society expresses business to have an obligation to the society
and to the people they employ. Because, the organisations draw their most important
resource to its employees, largely from the local community. The sustainable managerial
success depends upon the values that an organization pursues. Organisations devoid of
values are destined to collapse. Businesses being a part of the society have to follow the
certain rules, regulations, code of conducts which constitute value of Ethical base for it.
Business ethics and CSR are the recognition of the fact that the organizations
have significant influence on the social system and that this influence must be properly
considered and balanced in all organizational actions. These imply that the companies
have an important social role in various segments of the society, particularly those who
are directly affected by it. This enlightens on the thought that the corporate entitles must
not exist only for the sole motive of the profits but have to devote some of their precious
resources for retaining its employees. Business ethics and CSR are the business capacities
to respond to the crisis of recession. The real test of treatment to human resource is
during such down trends with CSR in organisations: Hon. Prime minister Dr.
Manmohan Sing has issued Ten Point Social Character for companies. The two relevant
in this context are:
• Invest in workers’ welfare, give pension and provident fund benefits
• Resist excessive remuneration to promoters and senior executives and discourage
conspicuous consumption.
As Mahatma Gandhi said “It is bad economics under which wealth accumulates and men
decay.”
.CSR phenomenon is termed as Authentic Business. It is ambitious and they want to
change the way that business is done. They are often founded by idealist who have
dropped out of mainstream corporate life or by gifted individuals who never chose that
direction in the first place. They avoid the fluffy language and purpleness of the hippy
business and use clean smart graphics, slick communications and excellent products and
service to tell their inspiring stories.

Authentic Businesses have three fundamental advantages over

redistribution business and they can make a difference to way that business is done by
providing an example to others, as long as they do not end up selling out ideologically.

Their advantages are:

• They make better decisions because they are emotionally connected with that they
do.
• They are more motivated because they are passionate about what they do.
• They get support from outside the company, from customers, suppliers, the
media, regulators and others because they care about their purpose.

As consumers we can help to change the way that business are run to a way, which is
better for business, better for the people in the business and better for life on earth simply
by supporting these companies with our business. This has added advantage of giving us
better products and services as well. As these businesses become more successful and
their stories become well known other companies will want to understand where their
success comes form and will begin to see the opportunities of moving beyond CSR to
authentic business.

Social responsibility of Corporate Sector

Much has been said and written about the ethical and social responsibility of
the business community in general and the corporate leaders in particular. Most recently,
particularly in response to the sincere call by the Hon. Minister of Finance, we have been
witnessed a number of corporations demonstrating genuine gestures of social
responsibility by extending huge financial assistance to the destitute and the poor as well
as to the educational institutions. Such philanthropic acts are highly commendable and
will perpetually remain in the minds of the recipients and the public. We earnestly hope
that more corporations will emulate the same gesture from time to time.
The rightly-guided Fourth Caliph of Islam is very well-known for his
knowledge and wisdom. In the present day context, that the business or the corporate
sector provides numerous pertinent services to the society. It brings goods and services of
all types within society's reach. The corporate sector contributes substantially to the
country's income and wealth and parts some portion to the government in the form of
taxes. It generates a major proportion of the nation's employment and provides an
important impetus to the growth and expansion of the economy apart from drawing in
foreign investments and the much needed foreign exchange. It does play a significant role
in determining the quality of life arising out of the impacts of the by-products of its
legitimate activities on society and on the physical and social environment. As the Fourth
Caliph has rightly pointed out, all these activities are actually motivated essentially by
profits which they deserve to make for all the hard work they do and the risks they bear.

Corporate Sector and the Society

A contemporary discussion on the subject of social responsibility seems to have a
slightly different emphasis. It is on what business should or might do to tackle and solve
problems of the society. Problems such as the restoration of physical environment, social
integration, national unity, are being emphasized. The main explanation offered for this
new emphasis is the success of the business system itself. The Fourth Caliph of Islam
also reminded us that a good many of those in business are intensely greedy. It is this
greed that had encouraged them to resort to unethical and immoral behaviour in pursuit of
their objectives. This caution remains true till this day, especially after the numerous
bizarre business practices came to light which caused the closure of thousands of
companies, many more thousands jobless, huge amounts of unrecoverable debts
insecurely dished out, unaccountable incomes and many more. Such as our society is no
different. The government has repeatedly and consistently provided the conducive
business environment in support of the private sector in general and the corporate sector
in particular. It has laboured hard to establish a continuous political and economic
stability despite all odds. The society too has given sufficient support towards rapid
development of the private sector. The success of a considerable number of corporations
in the country can be seen from the generous financial handouts they have provided to
society from time to time.
In recent years, we can clearly observe the rapid growth and expansion of the
business system, which is increasingly demonstrating its success in terms of its vigour,
dynamism and robustness. Coupled with the public sector policies of downsizing and
privatisation, the role of the private sector will continue to act as a very significant
impetus to growth and expansion of the economy. It is in this light that the private sector,
especially the corporation, is expected to increase its contribution towards the
enhancement of the society's quality of life. We still have pockets of poor and destitute in
our midst who are obviously in need of better shelter, employment, education, health
facilities, etc. Only recently we have read of a heated debate to increase the price of low-
cost housing, which the government has firmly and rightly disallowed. We are still
struggling to uplift the hardcore poor out of poverty. There are not less than three quarters
of a million of them. Over three million others are living in poverty both in the rural and
urban areas. We still have to continue building schools to cater for the additional school
going children every year. We need to increase the number of rural clinics and hospitals
for our growing population. These are the basic needs. We are also grappling with the
problems of educating children with learning difficulties (the down syndrome, the
physically and mentally handicapped), providing sufficient employment for the
handicapped, instituting kindergartens in the rural areas, and the like.

Services to Stakeholders
The corporations which have, over the last two centuries, successfully developed
into more complex systems, have been legally bound to serve their stakeholders. The
stakeholders include the owners or shareholders who must be given fair amount of
returns to their investments, assurances that their investments are optimally utilised and
that the corporations they invest in are sound and healthy.
* The second group of stakeholders is the employees, whose needs particularly in
terms of fair wages and other conditions of service, safety of their lives and bodily
harms and even their security after retirement must be fulfilled.
• The third group is the suppliers or creditors who expect to continuously serve the
corporations as a gesture of goodwill as well as an opportunity to make a living.
• The fourth and a very important group indeed is the customers, whose demands in
terms price, quantity, quality, etc. have often to be satisfactorily met. For this is
the group which actually provides all the profits that will be needed to meet the
demands of the other stakeholders. It is also this group that the corporations are
most concerned with in their efforts to produce the goods and services. Apart
from the stakeholders, the corporate leaders of today, by virtue of their power,
wealth and influence, are increasingly expected to contribute towards
community's "culture". This includes providing support to the arts, the museums,
the opera, and the symphony orchestra; serving as trustees on the boards of
educational and religious institutions; and also financial support of philanthropic
and other community causes.
Today, this view of business has changed the idea of optimization came into
force. It is now recognized that there are many stakeholders and there is need to have a
proper balancing in the interest of various stakeholders. Each stakeholder has his own
requirements. Their happiness comes from satisfaction of their needs. In the following
table, parameters of happiness are mentioned.
Table No 1.

Stakeholders Parameters of happiness

Customer Quality, reasonable price, good service, complaint handling methods.
Employees Job satisfaction, higher salary, career opportunities, fringe benefits, better
working conditions
Suppliers In-time payment, transparency, efforts taken to prevent pollution.
Society Eco-friendly organization, efforts taken to prevent pollution
Government Payment of taxes honestly
Shareholders Fare return on thee capital invested.

Ethical and CSR Projects:

 The concept of social responsibility is very old in India. The corporate sectors in
India have realizing their responsibility towards society, but the member of such units is
very limited. The social activities undertaken by some co companies are as follows.

Table No 2.

Social Activities of Indian Companies

Sl.No Company/Groups Major Institutions Established
01 Tatas • Indian Institute of Science
• Tata Institute of Social sciences
• Tata Memorial Rural Cancer Project
• Tata Agriculture and Rural Training Centre for thee
blind, Gujarath
• Tata Energy Research Institute
• National Institute of Advanced Studies
• Management Centre for Human Values
02 Birla (All Groups) • Birla Institutes of Technology Pilani and Ranchi
• Birla Institute of Scientific Research
• Birla Eco. Research Foundation
• BM Birla Heart Research Centre
• Birla Academy of Arts and Culture
• Temples-Venkateshwara, Lakshmi Narayan, Kali,
Hanuman, Nataraj, Govind Deoji.
• Sanskrit Kala Mandir, Varanasi
• JD Birla Institute of Home Science
• Schools and Colleges
03 Singahania • Institute of Applied Physics and Technology,
Allahabad
• JK Institute of Sociology and Human Relations,
Lucknow
• Institute of Radiology and Cancer Research Centre
• Institute of Cardiology
• Laksmipat Singhania Academy
• Kamlapat Memorial Hospital, Kanpur
• Sunitidevi Singhania Hospital and Memorial Research
Centre
Pushhmipat Singhania Research Institute for Lever and Renal
and Digestive Diseases
04 Larsen and Tubro • L&T Institute of Technology, Bombay
05 Modis All Groups • Shri Modi Eye Hospital and Ophthalmic Research
Centre
 • MM Modi Degree College
• Sanskrit Pathshala
• Sainik Bhawan
06 Godrej • Dr. BP Godrej Students Centre
• Foundation for Memorial Research
• Naoroj Pirojsha Godrej Boating Station
• Godrej Technical Institute
• Soodabai Godrej Dance Academy
• Pirojsha Godrej National Conservation centre
07 Hero Honda Bahadur Chand Munjal Arya Model Senior Secondary
School
O8 MRF MRF Football Academy
09 RAMCO • PAC Ramaswamay Raja Polytechnic
• PA Chinnaiha Raj Memorial High School
• Chinmaya Vidyalaya
• TAKM Tamammal Elementary School
• RAMCO Induatrial Training Institute
• PAC Ramaswamy Raja Hospital
• Temples
• Sri Sarda College for Women
• Sri Sankara College
10 Bajaj • Inssitute of Gandhian Studies
• Gandhi Centre for Science and Human Values
• Jamanalal Bajaj Institute of Management Studies
• Shiksha Mansal
• Gita Pratishthan
• Gandhi Gysn Msndir
• Gitai Mandir
11 ITC • ITC Sangeet Research Academy

12 MafatlalGroup( Arvind • Shri Ram Mitra Mandal

Mafatlal Group • Sri Ram Sanskrit Maha Vidyalay
• Dr. Manibhai Desai Management Training Centre
13 Murugappa Chettiar • AMM Education Society
Group • Vellayan Chettiar Higher Secondary School
• AMM Matriculation School
• Murugappa Polytechnic, Acadi
• AMM Medical Society
• AMM Hospital
• Vallimmai Achi Hospital
• Sir Ivan steadforth Hospital, Ambattur
• AMM Murugappa Chettiar Research Centre
• Temples
14 Sri Ram DCM Group • Shri Ram College of Commerce
• Lady Sri Ram College for Women
• Shri Ram Bharatiya Kala Kendra
• Shri Ram Centre for Performing Arts
• Shri Ram Institute of Industrial Research
Source:Rosy Joshi and Sangam Kapoor, Busines Environment,Kalyani Publishers,2006,Pp.290-293.

An analysis of the practices that some of the leading corporate like Infosys,Dabur
India Limited, TATA Consultancy Colgate-Palmolive (India) Limited, Marico Limited,
Mahindra and Mahindra Ltd, Apollo Tyers Ltd, Tata tea. ONGC Ltd and MSPL,
Reliance Industries Ltd. Etc follow speaks of what Indian corporate sector understands of
the concept.
An analysis of the practices that some of the leading corporate like Dabur India
Ltd follows the concept of CSR, to name a few.
• Rural Health Care Services.
• Awareness drives on HIV-AIDS with the migrant population.
• Women Empowerment.
• Educating poor and under-privileged children and school dropouts.
• Skill Development
• Self help groups.
The Infosys Foundation was formed in 1966 and comprises a dedicated team
who work to support and enrich the underprivileged sections of society. The
foundation is successfully creating opportunities and working towards a more
equitable society through programs like
• Social rehabilitation and rural upliftment.
• Learning and education
• Healthcare
• Traditional Arts and culture
Corporate Sustainability has always been at the core of (TATA Consultancy
Services) TCS; it is driven by the Tata Group’s vision of giving back to the society.
The highlights of TCS are
• Education program for children in Wazapur village in the Raigadh district of
Maharashtra.
• Education on health and sanitization
• Adult literacy courses and women’s empowerment.
• Developing technical competencies like BPO specific skills, soft skills and
infrastructure services training to enhance employability of the visually impaired.
• Computer Based Functional Literacy (CBLP) Program.
• A key vehicle to create awareness about IT among school children in 2008-09,
around 15000 children participated.

Key Challenges and Implementation: Corporate Social

responsibility is a concept that seeks to bring together the apparently exclusive worlds
of the corporate and the society. Society here means all the stakeholders in the firm.
CSR implies that it is the duty of the corporate to ensure the safety of all the
stakeholders. It is closely linked with the concept of sustainable development
whereby not only financial concerns should drive the decisions of a firm but also
concerns of the society, environment, etc.
The advantages of implementing CSR in a firm from a government’s perspective
• Ensuring that labour and environment standards are met.
• Enhancement of poverty reduction strategies.
• Leveraging the competitiveness of the country by making it attractive to investors.
A government can help the firms in participating in an active manner by:
* Developing the CSR code based on the laws and regulations of the country.
* Leveraging capacity building so that the standards are implemented by the local
businessmen
* Ensuring that the reporting systems are accountable and transparent.
Corporate Social responsibility has manifested itself in various forms. Some of the
survey reports indicate that:
• 200 institutional investors who controlled $3 trillion assets of McKinsey were
interviewed. The results showed that 80% of them would rather invest in a
 company that was well governed even if the financials did show dig money, that
in a company with poor governance and higher stock price.
• In a survey done by CLSA they found that average return for corporate with good
governance was 267% while for the others it was only127% .
• A Harvard-Wharton study of 1500 US firms showed that a firm with better CSR
had a stock price that was consistent and stable.
In a World Bank study, It was found that the three key challenges to the
implementation of CSR were:
1. Generation of inefficiency and confusion in the buyer CSR codes
2. Traditional implementation of CSR strategies not achieving the desired
results
3. Insufficient information about the business benefits of CSR
implementation
The World Bank then proposed some solutions to go forward
1. Effective implementation of CSR involves active engagement of
thee public sector, capacity building, empowerment of the workers,
development of standards and harmonizing them with the firm’s objectives
and goals, ongoing research, removal of economic barriers to CSR, etc.
2. Public sectors engagement involves host government actions as
well as home country government.

Conclusion:
Business ethics and CSR is the recoganisational of thee fact the organizations
have significant influence of the social system and that this influence must be properly
considered and balanced in all organizational actions. These imply that the companies
have an important social role in various segments of the society, particularly those who
are directly affected by it. This enlightens on the thought that the corporate entities must
not exist only for the sole motive of the profits but have to devote some of their precious
resources for retaining its employees. BE and CSR are the business capacities to respond
to the crisis of recession. The real test of treatment to human resource is during such
down trends. CSR implies that it is the duty of the corporate to ensure the safety of all the
stakeholders. Apart from the stakeholders, the corporate leaders of today, by virtue of
their power, wealth and influence, are increasingly expected to contribute towards
community's "culture".

References:

1. Peter Drucker, Readings on Managements, cases and concepts, Prentice Hall 1960
reprinted in 2000.
2. Manuel G Velasquez, Business Ethics, Concepts and Cases, fifth edition, Prentice Hall
2002.
3. S.G.Hundekar, Business ethics and Corporate Governance ‘Kuvempu University,
Distance Education Council, Shimoga.
4. Baddi and Baddi: Business Ethics. Delhi, Vrinda Publications
5. Bruce Nash and Allan Zullo (1988)

6. Annual Report 2008-09- Infosys, Dabur India Limited, TATA Consultancy Colgate-
Palmolive (India) Limited and Marico Limited,
7. Rosy Joshi and Sangam Kapoor, Busines Environment,Kalyani
Publishers,2006,Pp.290-293.

www.accountability.org.uk
www.bcconnections.org.uk
www.bitc.org.uk
www.corporate-citizenship.co.uk
www.csreurope.org
www.forumforthefuture.org.uk
www.inkinddirect.org
www.smartchange.org
www.societyandbusiness.gov.uk
www.conference-board.org , www.allbusiness.com.

http://www.wikipedia.org.

www.icai.org.pdf.
 Social Responsibility of Indian Corporate Sector-Key
Challenges
_______________________________________________
_
* * Dr.C.S.Yatnalli. ** Prof.S.S.Pattanashetti. *** Prof. M.G.Koti.
_______________________________________________________________________
_
_______________________________________________________________________
_
ABSTRACT

Introduction:

The Corporate Social Responsibility (CSR) as conducting business in ways that

provide social, environmental and economic benefits for the communities and
geographies where we operate.CSR should bolster a corporate status and contribute
lasting value to its shareholders as well as to society at large. Corporate Responsibility is
about how companies conduct their business in a way that is ethical. This means taking
account of their impact socially, environmentally, economically and in terms of human
rights.

CSR phenomenon is termed as Authentic Business. It is ambitious and they want

to change the way that business is done. They are often founded by idealist who have
dropped out of mainstream corporate life or by gifted individuals who never chose that
direction in the first place. They avoid the fluffy language and purpleness of the hippy
business and use clean smart graphics, slick communications and excellent products and
service to tell their inspiring stories.

Social responsibility of Corporate Sector

Much has been said and written about the ethical and social responsibility of
the business community in general and the corporate leaders in particular. Most recently,
particularly in response to the sincere call by the Hon. Minister of Finance, we have been
witnessed a number of corporations demonstrating genuine gestures of social
responsibility by extending huge financial assistance to the destitute and the poor as well
as to the educational institutions. Such philanthropic acts are highly commendable and
will perpetually remain in the minds of the recipients and the public. We earnestly hope
that more corporations will emulate the same gesture from time to time.
Corporate Sector and the Society
A contemporary discussion on the subject of social responsibility seems to have a
slightly different emphasis. It is on what business should or might do to tackle and solve
problems of the society. Problems such as the restoration of physical environment, social
integration, national unity, are being emphasized. The main explanation offered for this
new emphasis is the success of the business system itself.
It is in this light that the private sector, especially the corporation, is expected to
increase its contribution towards the enhancement of the society's quality of life. We still
have pockets of poor and destitute in our midst that are obviously in need of better
shelter, employment, education, health facilities, etc.

Services to Stakeholders:
The stakeholders include the owners or shareholders who must be given fair amount of
returns to their investments, assurances that their investments are optimally utilised and
that the corporations they invest in are sound and healthy
Ethical and CSR Projects:
An analysis of the practices that some of the leading corporate like Infosys,Dabur
India Limited, TATA Consultancy Colgate-Palmolive (India) Limited, Marico Limited,
Mahindra and Mahindra Ltd, Apollo Tyers Ltd, Tata tea. ONGC Ltd and MSPL,
Reliance Industries Ltd. Etc follow speaks of what Indian corporate sector understands of
the concept. The concept of social responsibility is very old in India. The corporate
sectors in India have realizing their responsibility towards society, but the member of
such units is very limited. The social activities undertaken by some co companies are as
follows.
Key Challenges and Implementation: Corporate Social
responsibility is a concept that seeks to bring together the apparently exclusive worlds of
the corporate and the society. Society here means all the stakeholders in the firm. CSR
implies that it is the duty of the corporate to ensure the safety of all the stakeholders. It is
closely linked with the concept of sustainable development whereby not only financial
concerns should drive the decisions of a firm but also concerns of the society,
environment, etc.
_______________________________________________________________________

• Selection Grade Lecturer in Commerce, MASC College, Haunsbhavi, Dist: Haveri.

• Selection Grade Lecturer in Commerce,Shankar Arts and Commerce College, Navalagund.
• Selection Grade Lecturer in Commerce,Arts and Commerce College, Gangavati.
 From:
Dr.C.S.Yatnalli,
Selection Grade Lecturer in Commerce,
Rajeswari Nagar,II cross,
Sreyas Nilaya, Ist Floor,
At: Ranebennur-581115,
Dist:Haveri (Karnataka).

To,
Prof. (Ms) Snatosh Gupta
Department of Commerce,
University of Jammu,
JAMMU.

Respected Sir,

Sub: Submission of full paper on Relationship Marketing as a Strategy

We are submitting herewith the full paper entitled “Relationship

Marketing As A Strategy” (Both hard and soft copy) for the 62nd All India

Commerce Conference to be held on 10-12 October, 2009 at Maharshi Dayanand

Saraswati University, Ajmer.

 We request you to accept the paper and kindly acknowledge the same.

Thanking you,

Your’s faithfully,

(Dr C.S.Yatnalli)

From:
Dr.C.S.Yatnalli,
Selection Grade Lecturer in Commerce,
Rajeswari Nagar,II cross,
Sreyas Nilaya, Ist Floor,
At: Ranebennur-581115,
Dist:Haveri (Karnataka).

To,
The Managing Editor,
IJC, School of Management Studies,
IGNOU Maidan Garhi,
New Delhi-110068.

Respected Sir,

Sub: Submission of full paper on Relationship Marketing as a Strategy

We are submitting herewith the full paper entitled “Relationship

Marketing As A Strategy” (Both hard and soft copy) for the 62nd All India

Commerce Conference to be held on 10-12 October, 2009 at Maharshi Dayanand

Saraswati University, Ajmer.

We request you to accept the paper and kindly acknowledge the same.

Thanking you,

Your’s faithfully,

(Dr C.S.Yatnalli)