Journal ArticleDOI
Winning & Keeping Industrial Customers: The Dynamics of Customer Relations
TLDR
In this article, a conceptual introduction to relationship marketing and an applied work on how industrial marketers can profit from a long-term view of customer relations is presented, where strategic implications heavily outweigh the tactical.Abstract:
This book is intended primarily for industrial marketing managers and planners. It is somewhere between a conceptual introduction to "relationship marketing" and an applied work on how industrial marketers can profit from a long-term view of customer relations. Given the book's positioning, the strategic implications heavily outweigh the tactical. Readers undoubtedly will appreciate Jackson's creative thinking and find many of the distinctions she makes to be useful (e.g., lost-for-good vs. always-a-share customers, foci of the customer's commitment, vendor redundancy vs. diversity, etc.). The book also contains three extended case illustrations of relationship marketing issues (electroplating, PBX systems, and computers), which are interwoven through the chapters. An overview of the book can be obtained from the author's Harvard Businessread more
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Journal ArticleDOI
The Commitment-Trust Theory of Relationship Marketing
Robert Morgan,Shelby D. Hunt +1 more
TL;DR: Relationship marketing, established, developing, and maintaining successful relational exchanges, constitutes a major shift in marketing theory and practice as mentioned in this paper, after conceptualizing relationship relationships as a set of relationships.
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Compatibility Management: Customer‐to‐Customer Relationships in Service Environments
TL;DR: In this article, the authors describe how customers potentially influence the satisfaction and dissatisfaction of other customers in many service environments and explain why service marketers and operations marketers should be aware of the impact of such customer-to-customer relations.
Journal ArticleDOI
Relationship marketing as a paradigm shift: some conclusions from the 30R approach
TL;DR: The 30R approach as discussed by the authors is based on research on relationship marketing going back to the early 1970s which resulted in the definition of 30 relationships in marketing and it is a paradigm shift, not an add-on to traditional marketing management.
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Firm-to-firm and interpersonal relationships: Perspectives from advertising agency account managers
TL;DR: In this article, a qualitative study with advertising agency account managers finds that analyzing interpersonal relationships across groups from both sides defines firm-to-firm relationships, and participants define these relationships based on the extent to which the agency is involved in the client's business across categories including vendor, partner and surrogate manager.
Journal ArticleDOI
Beyond the Dyad: Electronic Commerce and Network Perspectives in Industrial Marketing Management
TL;DR: In the information economy, a great deal of the buyer-seller relationship between firms is being replaced or significantly transformed by electronic commerce systems as mentioned in this paper, which is a technology and a paradigm not of dyads but of networks.