The DOI matches its Crossref record; 17 of the 17 references it cites were found in a registry or an index.
Making Relationship Marketing Operational
Abstract
Based on a research project with the purpose of defining the essence and scope of relationship marketing (RM). The marketing mix theory, which constitutes the prevailing approach to marketing, is made operational through the definition of the 4Ps and extensions of these. The core is a presentation of 30 relationships, the 30Rs, as a way of making the RM philosophy more operational and generally applicable. The 30Rs provide a basis for companies to work out their own specific relationship portfolio as part of their marketing planning process.
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Cites
The Discovery of Grounded Theory: Strategies for Qualitative Research
Glaser, B. G., & Strauss, A. L. (2017) · Aldine (Routledge reprint) · doi:10.4324/9780203793206 · Cited by 25,789
Zero defections: quality comes to services.
Reichheld, F. F., & Sasser, W. E. (1990) · PubMed · Cited by 5,373
Marketing Services: Competing Through Quality
Becker, B. W., Berry, L. L., & Parasuraman, A. (1992) · Journal of Marketing · doi:10.2307/1252050 · Cited by 2,178
Basic Marketing: A Managerial Approach
Meissner, F., & McCarthy, E. J. (1978) · Journal of Marketing · doi:10.2307/1250097 · Cited by 1,663
Gronroos, C. (1990) · Journal of Business Research · doi:10.1016/0148-2963(90)90037-e · Cited by 1,326
The new marketing—Developing long-term interactive relationships
Gummesson, E. (1987) · Long Range Planning · doi:10.1016/0024-6301(87)90151-8 · Cited by 1,070
Self-citationTracking the evolution of the services marketing literature
Fisk, R. P., Brown, S. W., & Bitner, M. J. (1993) · Journal of Retailing · doi:10.1016/s0022-4359(05)80004-1 · Cited by 977
Understanding Business Markets
Ford, D. (1997) · Medical Entomology and Zoology · Cited by 902
Marketing Strategies and Organizational Structures for Service Firms
Booms, B. H., & Bitner, M. J. (1981) · Medical Entomology and Zoology · Cited by 758
The Concept of the Marketing Mix
Borden, N. H. (1964) · Journal of Advertising Research · doi:10.1080/00218499.1964.12519724 · Cited by 670
Cited by
Chandler, J. D., & Lusch, R. F. (2015) · Journal of Service Research · doi:10.1177/1094670514537709 · Cited by 549
Taking advantage of digital opportunities: a typology of digital entrepreneurship
Hull, C. E., Hung, Y. T. C., Hair, N., Perotti, V., & DeMartino, R. (2007) · International Journal of Networking and Virtual Organisations · doi:10.1504/ijnvo.2007.015166 · Cited by 391
Doherty, A. M., & Alexander, N. (2004) · European Journal of Marketing · doi:10.1108/03090560410548942 · Cited by 108
Examining the antecedents of trust and rapport in services: Discovering new interrelationships
Macintosh, G. (2009) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2009.02.001 · Cited by 76
Metadata
- Authors
- Gummesson, E.
- Venue
- International Journal of Service Industry Management
- Publisher
- Emerald
- Published
- 1994-12-01
- Volume
- 5
- Issue
- 5
- Pages
- 5-20
- ISSN
- 0956-4233 (ISSN-L)
- OpenAlex
- W2061337042
- Cited by
- 785
- References
- 17
- FWCI
- 15.44
- Type
- journal article
- Language
- en
- Open access
- closed
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Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
