Relationship Marketing Relationship Marketing A company that comes closest to exploiting web technologies for relationship marketing is Firefly. Firefly is an audio entertainment distributor. Firefly uses a web application, enhanced by intelligent agent technology, for CD sales. Consumers join the Firefly community and immediately get a list of CDs to rate. The longer a consumer stays and rates CDs on the Firefly system, the better it is at predicting the consumer s preferences and the better its suggestions.
Consumers can view product previews such as song snippets, artists discographies and biographies.
Firefly completes the loop by providing its own distribution system and letting consumers purchase the CDs directly on the web.