Two major factors of marketing are the recruitment of modernistic customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Once a marketer derelict converted the prospective buyer, ignoble management marketing takes over. The measure for depraved management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to protect the business from competitive encroachments.

The American Marketing Association (AMA) states, "Marketing Synergy Marketing is an organizational function and a intent of processes for creating, communicating and delivering assessment to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.