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Marketing Models of Service and Relationships
Marketing Science, 2006Given the growth of the service sector, and advances in information technology and communications that facilitate the management of relationships with customers, models of service and relationships are a fast-growing area of marketing science. This article summarizes existing work in this area and identifies promising topics for future research. Models
Roland T. Rust, Tuck Siong Chung
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2011
The relationship marketing approach is presented here as a contemporary basis upon which to consider business marketing. It is regarded as a successor to the 4Ps approach, which is considered by many to be irrelevant and outdated. The development of collaborative and mutually rewarding relationships between buyers and sellers is considered to be ...
Scot McKee, Chris Fill
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The relationship marketing approach is presented here as a contemporary basis upon which to consider business marketing. It is regarded as a successor to the 4Ps approach, which is considered by many to be irrelevant and outdated. The development of collaborative and mutually rewarding relationships between buyers and sellers is considered to be ...
Scot McKee, Chris Fill
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Relationship marketing defined? An examination of current relationship marketing definitions
Marketing Intelligence & Planning, 1999Attempts to define “relationship marketing” have been varied and many, neatly reflecting the diverse academic and socio‐political backgrounds of RM scholars. This paper lists 26 such definitions, collected as a by‐product of a literature review. Presented alongside this resource are the results of applying a content‐analysis‐based methodology to these ...
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2019
Marketing: A Relationship Perspective is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based, and challenging basic marketing text, which describes and analyzes the basic concepts and strategic role of marketing and its practical application in ...
Hollensen, Svend, Opresnik, Marc
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Marketing: A Relationship Perspective is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based, and challenging basic marketing text, which describes and analyzes the basic concepts and strategic role of marketing and its practical application in ...
Hollensen, Svend, Opresnik, Marc
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Managing marketing relationships
2003In Chapter 5 we saw that adding value through differentiation can be a powerful means of achieving a defensible advantage in the market place. The extent to which this can happen is maximized if value is added throughout the succession of supply relationships, or value chain. This is evident in the fact that logistics and wider supply chain issues have
Martin Christopher +2 more
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Revitalizing relationship marketing
Journal of Services Marketing, 2017Purpose The aim of this paper is to review the forces that led to the rise of relationship marketing (RM) and to provide suggestions for how it can overcome its midlife crisis and be revitalized. Design/methodology/approach Personal reflections. Findings A shift in two dimensions is needed to revitalize RM: from “share of wallet” to “share of ...
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Relationship Marketing in Sports
2012Relationship marketing is an important issue in every business. Knowing the customers and establishing, maintaining and enhancing long-term customer relationships is a key component of long-term business success. Considering that sport is such big business today, it is surprising that this crucial approach to marketing has yet to be fully recognised ...
Nufer, Gerd, Bühler, André
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The direction of marketing relationships
Journal of Business & Industrial Marketing, 2000The evolution from transaction marketing to relationship marketing in recent years has resulted in research indicating the need for more rigorous databases and greater utilization of current computerized tracking systems. Relationship selling has been examined and the results stress long‐term perspectives to the dyadic exchange process to enhance sales
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Marketing Mix and Relationship Marketing
2006This paper reflects the author's viewpoint of marketing roles and responsibilities in the current business environment. The intention is to provide a picture of a possible marketing mix model extension in order to activate marketing relationship network strengths to deliver value that matters to customers.
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