Journal ArticleDOI
Relationship Marketing: Challenges for the Organization
Reads0
Chats0
TLDR
In this article, the authors present eight "cornerstone" viewpoints about the implementation of relationship marketing, including the definition of marketing variables, marketing department as a useful organizational solution, marketing planning as an effective way of planning marketing resources and activities, and others.About:
This article is published in Journal of Business Research.The article was published on 1999-11-01. It has received 192 citations till now. The article focuses on the topics: Marketing management & Return on marketing investment.read more
Citations
More filters
Journal ArticleDOI
The relationship marketing process: communication, interaction, dialogue, value
TL;DR: In this article, the authors discuss a framework of central processes in relationship marketing, which includes an interaction process as the core, a planned communication process as marketing communications support through distinct communications media, and a customer value process as an outcome of relationship marketing.
Journal ArticleDOI
Adopting a service logic for marketing
TL;DR: Following the article by Vargo and Lusch (2004), the use of a service-dominant logic has become an international topic for discussion as mentioned in this paper, following the research tradition of th
Journal ArticleDOI
A New Theory for Public Service Management? Toward a (Public) Service-Dominant Approach:
TL;DR: In this paper, the authors argue that current public management theory is not fit for purpose and propose a "public service dominant" approach, which not only more accurately reflects the reality of contemporary public management but also draws upon a body of substantive service-dominant theory that is more relevant to public management than the previous manufacturing focus.
Journal ArticleDOI
Entrepreneurial Marketing: A Construct for Integrating Emerging Entrepreneurship and Marketing Perspectives
TL;DR: In this article, a conceptual model of key factors surrounding the phenomenon of entrepreneurial marketing is introduced, and seven core dimensions of EM are identified, and an underlying theoretical foundation based on resource advantage theory is proposed.
Posted Content
Resource-Based Theory in Marketing
TL;DR: The use of resource-based theory (RBT) in marketing research has increased by more than 500% in the past decade, which suggests its importance as a framework for explaining and predicting competitive advantages and performance outcomes as discussed by the authors.
References
More filters
Book
Competing for the Future
Gary Hamel,C. K. Prahalad +1 more
TL;DR: In this article, the authors discuss how to get off the treadmill and how to learn to forget and how competition for the future is different from the traditional competition for industry foresight.
Journal ArticleDOI
Relationship Marketing in Consumer Markets: Antecedents and Consequences:
Jagdish N. Sheth,Atul Parvatlyar +1 more
TL;DR: In this paper, the authors draw on established consumer behavior literature to suggest that consumers engage in relational market behavior due to personal influences, social influences, and institutional influences and that they want to simplify their buying and consuming tasks, simplify information processing, reduce perceived risks, and maintain cognitive consistency.
Journal ArticleDOI
Product Differentiation and Market Segmentation as Alternative Marketing Strategies
TL;DR: The authors reviewed major marketing strategy alternatives that are available to planners and merchandisers of products in an environment characterized by imperfect competition and found that diversity or heterogeneity had become the rule rather than the exception.