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Relationsmarknadsföring: Strategi och metod i servicekonkurrens
- Publisher
- Emerald Publishing
- Copyright
- Copyright © 1994 MCB UP Ltd. All rights reserved.
- ISSN
- 0956-4233
- DOI
- 10.1108/09564239410074349
- Publisher site
- See Article on Publisher Site
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.
Journal
International Journal of Service Industry Management – Emerald Publishing
Published: Dec 1, 1994
Keywords: Alliances; Customers; Interaction; Marketing mix; Network organizations; Organizational design; Relationship marketing; Services marketing