Professional Documents
Culture Documents
Article information:
To cite this document:
Michael John Harker, (1999),"Relationship marketing defined? An examination of current relationship marketing definitions",
Marketing Intelligence & Planning, Vol. 17 Iss 1 pp. 13 - 20
Permanent link to this document:
http://dx.doi.org/10.1108/02634509910253768
Downloaded on: 02 August 2016, At: 04:37 (PT)
References: this document contains references to 49 other documents.
To copy this document: permissions@emeraldinsight.com
The fulltext of this document has been downloaded 18308 times since 2006*
(2004),"The relationship marketing process: communication, interaction, dialogue, value", Journal of Business &
Industrial Marketing, Vol. 19 Iss 2 pp. 99-113 http://dx.doi.org/10.1108/08858620410523981
(1996),"The value concept and relationship marketing", European Journal of Marketing, Vol. 30 Iss 2 pp. 19-30 http://
dx.doi.org/10.1108/03090569610106626
(1996),"Relationship marketing: strategic and tactical implications", Management Decision, Vol. 34 Iss 3 pp. 5-14 http://
dx.doi.org/10.1108/00251749610113613
Access to this document was granted through an Emerald subscription provided by emerald-srm:462515 []
For Authors
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service
information about how to choose which publication to write for and submission guidelines are available for all. Please
visit www.emeraldinsight.com/authors for more information.
Abstract
Attempts 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 contentanalysis-based methodology to
these definitions. These results
suggest that seven RM constructs enjoy general support. In
a discussion of this, it is concluded that any integration of
disparate RM theories implied by
these findings is at best superficial and at worst misleading. It is
further suggested that true and
complete integration of RM theory
must wait until a coherent understanding of these fundamental
concepts has been developed.
From the 26 definitions listed, one
is judged as being more comprehensive and generally acceptable,
and a new definition is presented
as an inducement to further
discussion.
Introduction
A review of current relationship marketing
(RM) literature reveals a great many attempts
by a pantheon of authors to define relationship marketing in terms of what they perceive as its key conceptualisations. Needless
to say, different authors have differing opinions about what should and should not be at
the core of what constitutes relationship
marketing. The reasons for these differences
are twofold:
First, as an emergent perspective, RM has
had only a relatively short lifetime in which
to develop into a fully-formed paradigm.
Second, contributors to the development of
RM theory are extremely varied, both in
terms of socio-political heritage and
academic background.
It is an almost inevitable result of this lack of
established common ground that conflict
should arise over something as fundamental
as the basic meaning of relationship
marketing. We have no lingua franca.
That a general definition of relationship
marketing would be beneficial can be argued
fourfold:
First, it would promote shared understanding between separate streams of research.
Second, it would begin the process of
integrating these streams into a whole.
Third, a definition represents the essence
of an idea, containing its key concepts and
critical abstractions.
Finally, a definition would help in communicating the answer to the fundamental
question, What is relationship marketing?.
This paper presents the results of an attempt
to bring a formal research methodology to
bear on RM literature in the hope that it will
begin to establish areas of conceptual agreement and to construct such a general
definition of RM. This paper is divided into
two sections. The first section outlines, criticises and discusses the results of the research
methodology. The latter section consists of
two appendices, the first of which reprints the
collected definitions for use as a general
resource and the second of which tabulates
Methodology
This methodology content analysis has
produced useful results many times in
marketing research already (for example,
Kolbe and Burnett, 1991; Resnik and Stern,
1977; Stone et al., 1966).
There is no room here to provide an indepth critique of content analysis as a
general, qualitative data research methodology. The specific research process used here
is briefly outlined and criticised according to
the five key criteria suggested by Kassarjian
(1977) and endorsed by Kolbe and Burnett
(1991). These are: sampling, objectivity, reliability, systemisation and quantification. For
more in-depth information on the topic of
content analysis, readers are referred to the
two papers mentioned above and to
Kassarjian and Robertson (1991) and Holsti
(1969).
The underlying theory behind this research
process is that, within RM literature,
attempts to define RM are attempts to stipulate what concepts should form the essence of
relationship marketing. Within these definitions, keywords represent critical abstractions. From the literature it is possible to
extract attempts at defining relationship
marketing. From the collated definitions it
may be possible to cull these key ideas and
attempt to place them on some form of perceptual/conceptual map, at which point content analysis can be used to generate categorisations of similar clusters.
According to Kolbe and Burnett (1991),
content analysis is valuable in collecting
data about communications when there are
no theoretical underpinnings. Such atheoretical contents analyses are useful in fostering
future research and theory-building efforts
because they collect information about a
communication form.
In this case, the communications
universe (Kassarjian, 1977) is specified as
RM literature, the sample selected being 117
sources read in preparation for a literature
[ 13 ]
[ 14 ]
Table I
Seven conceptual categories of relationship
marketing
Primary
construct
Creation
Development
Maintenance
Interactive
Long term
Emotional content
Output
Limitations
It is likely that definitions within the sample
literature may have been missed or
discarded. Definitions from sources outside
the sample almost certainly exist but will not
have been assessed[2]. These faults are an
inherent symptom of the high level of subjectivity involved in any qualitative methodology. An individual researcher being responsible for the first half of the research process
will have unavoidably compounded this subjectivity. Mea culpa.
Discussion
In the short to medium term, the objective of
RM theory building becomes clear. Relationship marketing as a paradigm will remain
undeveloped until its key conceptualisations
have been identified and understood. This
cannot occur until the constituent abstractions that combine to form each concept have
in turn been recognised and a shared understanding of them developed. In turn, this will
give impetus to the necessary process of
integrating the various RM theories proposed
by the Nordic, IMP, Network and
Channel Theory schools of relationship
marketing.
On a superficial level, the results presented
in Appendix 1 seem to suggest some level of
consensus on the key conceptualisations. A
closer inspection, allied with simple logic,
suggests otherwise. The argument that RM is
defined by its key conceptualisations only
holds if these concepts are in turn defined by
a clear and shared understanding of their
fundamental meaning. Currently, the level of
shared understanding between RM schools is
low, reflecting the diverse origins of these
theories.
Commitment and trust are two substantive terms classified in Appendix 1 under
the Emotional content conceptual category
that neatly illustrates this point. Whilst only
currently explicitly used by Bennett (1996) to
define RM, the importance of these abstractions has been highlighted by Morgan and
Hunt (1994) who convincingly argue that
relational trust and commitment are
critical in relationship development.
OMalley and Tynan (1997) develop this and
tighten the level of focus by presenting 15
distinct definitions of trust and nine of
commitment. Each of these definitions has
its origin in any of several underpinning
theories (social psychology, organisational
theory, interaction theory etc.) and enters the
realm of relationship marketing theory building through contributions to one of the existing RM schools. Each of these definitions of
trust and commitment possess their own
substantive terms which require analysis and
understanding.
An acceptance of these results implies that
one or more of these definitions could be
selected as being both broad enough and
general enough to be acceptable to all.
Some authors have presented definitions
that specifically highlight certain conceptual
aspects of RM rather than the whole.
Examples of a narrow rather than broad
focus include Berry (1983) who emphasises
the beginnings of marketing relationships,
Conclusions
This process derived from the RM literature
seven conceptual categories fundamental
[ 15 ]
Notes
1 The author is indebted to his fellow judges,
Professor Paul Whysall and Angela Vickerstaffe, and also to Professor Caroline Tynan
and other members of the NBS marketing
writers group for their help and assistance in
the preparation of this paper.
2 For example, Buttle, 1996; Evans and Laskin,
1997.
References
Ballantyne, D. (1997), Internal networks for
internal marketing, Journal of Marketing
Management, Vol. 13 No. 13 pp. 343-66.
[ 16 ]
[ 17 ]
Mattsson, 1997).
... attracting, maintaining and in multiservice organisations enhancing customer
relationships (Berry, 1983 in Payne and
Rickard, 1993; Robicheaux and Coleman,
1994; Hunt, 1997; Mattsson, 1997; Payne and
Frow, 1997).
Downloaded by Northumbria University At 04:37 02 August 2016 (PT)
[ 18 ]
... all activities by the firm to build, maintain and develop customer relations
(Hammarkvist et al., 1982 in Gummesson,
1987).
... is not directly aimed at immediate transactions but is based on building, supporting
and extending customer relationships
(Matthyssens and Van den Bulte, 1994 in
Christy et al., 1996).
Relationship marketing refers to all marketing activities directed towards establishing,
developing and maintaining successful
relational exchanges (Bennett, 1996 in
Morgan and Hunt, 1994 Christy et al., 1996;
Hunt, 1997; Mattsson, 1997).
RM involves the identification, specification,
initiation, maintenance and (where appropriate) dissolution of long-term relationships
with key customers and other parties,
through mutual exchange, fulfilment of
promises and adherence to relationship
norms in order to satisfy the objectives and
enhance the experience of the parties concerned (OMalley et al., 1997).
RM is the process of co-operating with customers to improve marketing productivity
through efficiency and effectiveness (Paravatiyar, 1996 in Mattsson, 1997).
the process whereby the seller and the buyer
join in a strong personal, professional, and
mutually profitable relationship over time
(Pathmarajah, 1993 in Chan and McDermott,
1995).
The core of RM is relations, a maintenance
of relations between the company and the
actors in its micro-environment The
idea is first and foremost to create cus-
[ 19 ]
[ 20 ]
19
14
Column totals
Maintain
Maintain
Supporting
Build, develop
Build
Build, support,
extend
Develop
Enhance
17
Nurturing
Maintain
Maintain
Maintain
Maintain
Maintain
Maintain
Maintain
Keeping
Maintain
Retaining
Solid
Maintenance
Sustaining,
continuous, stable
Maintain
Enhance
Enhance
Building
Development
Nurture, enhance
Enhance
Strengthen, develop
Develop, nurturing
Establish
Initiation
Establish
Establish
Establish
Establishing
Getting
Development
Development
Pathmarajah, 1993
Ravald and
Grnroos, 1996
Create
Sheth, 1994
Takala and
Uusitalo, 1996
Establish
Tzokas and Saren, 1996
Establish
Developing
Strengthen
Attracting
Establish,
create
Bennett, 1996, B
Bennett, 1996, C
Enchancing
Attracting
Berry, 1983
Berry and
Parasuraman, 1991
Bennett, 1996, A
Developing
Developing
Birth
Creating
13
Long-term, enduring
Long-term
Ongoing
Over-time
Lasting
Extend
Long-term
Long-term
Long-term
Retaining
Long-term,
permanent,
lasting
Lasting
Temporal
Continuous
19
Dialogue
Mutually
Collaborative
Mutually
Exchange
Exchange
Co-operating
Exchange
Exchange
Interactive
Interactive
Network interaction
Relations
Exchange
Mutually
Involvement
Relations
Co-operative,
fair-dealing
Interaction
Exchange
12
Profit, commercialisation
Profit
Dissolution
Productivity, efficiency,
effectiveness
Profit
Profit
Profit
Profit, terminate
Liquidation
Profit
Profit
Rewarding, profit
Outputs
Understanding,
confidence, respect
10
Loyalty
Promises
Promises
Promises
Promises
Promises
Commitment,
trust, openness,
sacrifice
Total integration,
Commitment, trust,
promises, bonds,
obligation
Emotional content
Author
Ballantyne, 1994
Table AI
Seven conceptual categories of relationship marketing with words used by authors that fall within each classification
4
4
6
2
4
6
2
6
6
5
3
1
3
4
3
2
2
5
4
6
4
5
6
Row total
5
Appendix 2
21. Bang NguyenOxford Brookes Business School, Oxford Brookes University, Oxford, UK Dilip S. MutumWarwick Business
School, University of Warwick, Coventry, UK. 2012. A review of customer relationship management: successes, advances,
pitfalls and futures. Business Process Management Journal 18:3, 400-419. [Abstract] [Full Text] [PDF]
22. Le Nguyen HauSchool of Industrial Management, Ho Chi Minh City University of Technology, Ho Chi Minh City, Vietnam
Liem Viet NgoAustralian School of Business, The University of New South Wales, Sydney, Australia. 2012. Relationship
marketing in Vietnam: an empirical study. Asia Pacific Journal of Marketing and Logistics 24:2, 222-235. [Abstract] [Full
Text] [PDF]
23. Dr Karin Weber and Dr Jane AliKnightHong Kong Polytechnic University and Edinburgh Napier UniversityEmma
BjrnerStockholm University School of Business, Stockholm University, Stockholm, Sweden Per Olof BergStockholm
University School of Business, Stockholm University, Stockholm, Sweden. 2012. Strategic creation of experiences at Shanghai
World Expo: a practice of communification. International Journal of Event and Festival Management 3:1, 30-45. [Abstract]
[Full Text] [PDF]
24. Ho Jung ChooSeoul National University, Seoul, Korea Heekang MoonPai Chai University, Daejeon, Korea Hyunsook KimPai
Chai University, Daejeon, Korea Namhee YoonSeoul National University, Seoul, Korea. 2012. Luxury customer value. Journal
of Fashion Marketing and Management: An International Journal 16:1, 81-101. [Abstract] [Full Text] [PDF]
25. Christopher Allen Stachowski PublicPrivate Collaboration in International Education: A New Zealand Case Study 137-157.
[Abstract] [Full Text] [PDF] [PDF]
26. Hsiao-Pei (Sophie) Yang, Julie Robson A Conceptual Framework for Classifying and Understanding Relationship Marketing
Within Schools 185-205. [Abstract] [Full Text] [PDF] [PDF]
27. Arun Kumar Agariya, Deepali Singh. 2011. What Really Defines Relationship Marketing? A Review of Definitions and
General and Sector-Specific Defining Constructs. Journal of Relationship Marketing 10:4, 203-237. [CrossRef]
28. , , Ki-Hwan Kwon. 2011. The Effect of Relationship Orientation to Customers on Learning and Innovation Capability
in Banks. Productivity Review 25:3, 231-262. [CrossRef]
29. Mamoun N. AkroushDepartment of Management Sciences, Talal AbuGhazaleh College of Business, The German
Jordanian University, Amman, Jordan Samer E. DahiyatDepartment of Business Management, The University of Jordan,
Amman, Jordan Hesham S. GharaibehDepartment of Finance, Talal AbuGhazaleh College of Business, The German
Jordanian University, Amman, Jordan Bayan N. AbuLailALHilal Drug Store, Tareq, Jordan. 2011. Customer relationship
management implementation. International Journal of Commerce and Management 21:2, 158-190. [Abstract] [Full Text]
[PDF]
30. Christian Grnroos. 2011. A service perspective on business relationships: The value creation, interaction and marketing
interface. Industrial Marketing Management 40:2, 240-247. [CrossRef]
31. Cemal Zehir, Erkut Altindag, A.Zafer Acar. 2011. The Effects of Relationship Orientation through Innovation Orientation
on Firm Performance: An Empirical Study on Turkish Family-Owned Firms. Procedia - Social and Behavioral Sciences 24,
896-908. [CrossRef]
32. Yi Wang, Simon S.M. YuenLogistic IT competence and logistic service performance 332-335. [CrossRef]
33. Jason Wai Chow LeeSchool of Management, Universiti Sains Malaysia, Pulau Pinang, Malaysia Osman MohamadGraduate
School of Business, Universiti Sains Malaysia, Pulau Pinang, Malaysia T. RamayahSchool of Management, Universiti Sains
Malaysia, Pulau Pinang, Malaysia. 2010. Outsourcing: is the social exchange theory still relevant in developing countries?.
Journal of Research in Interactive Marketing 4:4, 316-345. [Abstract] [Full Text] [PDF]
34. InsaMascha MatthiesenKPSS Kao Professional Salon Services GmbH, Darmstadt, Germany Ian PhauCurtin University
of Technology, Perth, Australia. 2010. Brand image inconsistencies of luxury fashion brands. Journal of Fashion Marketing
and Management: An International Journal 14:2, 202-218. [Abstract] [Full Text] [PDF]
35. Maria M. RacitiFaculty of Business, University of the Sunshine Coast, Maroochydore, Australia Tracey S. DaggerUQ Business
School, The University of Queensland, Brisbane, Australia. 2010. Embedding relationship cues in written communication.
Journal of Services Marketing 24:2, 103-111. [Abstract] [Full Text] [PDF]
36. Sergio Biggemann Chapter 3 Modeling the structure of business-to-business relationships 27-177. [Abstract] [Full Text]
[PDF] [PDF]
37. Renu Agarwal, Willem Selen. 2009. Dynamic Capability Building in Service Value Networks for Achieving Service Innovation.
Decision Sciences 40:3, 431-475. [CrossRef]
38. Jaqueline PelsChristian GrnroosCERS Centre for Relationship Marketing and Service Management, Hanken School of
Economics Finland, Helsinki, Finland. 2009. Marketing as promise management: regaining customer management for
marketing. Journal of Business & Industrial Marketing 24:5/6, 351-359. [Abstract] [Full Text] [PDF] [Supplemental Material]
39. HELENA FORSMAN. 2009. IMPROVING INNOVATION CAPABILITIES OF SMALL ENTERPRISES: CLUSTER
STRATEGY AS A TOOL. International Journal of Innovation Management 13:02, 221-243. [CrossRef]
40. Kallol DasSchool of Management Technology, International Institute of Information Technology, Pune, India. 2009.
Relationship marketing research (19942006). Marketing Intelligence & Planning 27:3, 326-363. [Abstract] [Full Text] [PDF]
41. Selin Kucukkancabas, Ayse Akyol, Berk M. Ataman. 2009. Examination of the effects of the relationship marketing
orientation on the company performance. Quality and Quantity 43:3, 441-450. [CrossRef]
42. Carolin Plewa. 2009. Exploring organizational culture difference in relationship dyads. Australasian Marketing Journal (AMJ)
17:1, 46-57. [CrossRef]
43. Vytautas Juius, Viktorija Grigait. 2009. Santyki marketingo tyrimai logistikos organizacijose: usienio ali patirtis. Verslas:
teorija ir praktika 10:1, 5-14. [CrossRef]
44. Khaliq AhmadKENMS, Management Centre, IIUM, Kuala Lumpur, Malaysia. 2009. Leadership and work motivation from
the cross cultural perspective. International Journal of Commerce and Management 19:1, 72-84. [Abstract] [Full Text] [PDF]
45. Kate Mclaughlin, Stephen P. Osborne, Celine Chew. 2009. Relationship marketing, relational capital and the future of
marketing in public service organizations. Public Money & Management 29:1, 35-42. [CrossRef]
46. Serje Schmidt, Antoni Serra Cantallops, Cristiane Pizzutti dos Santos. 2008. The characteristics of hotel websites and their
implications for website effectiveness. International Journal of Hospitality Management 27:4, 504-516. [CrossRef]
47. Xiong Mei. 2008. The effectiveness of investments in relationship marketing strategies: The case of Yiulian Dockyards
(Shekou) Limited. International Journal of Contents 4:3, 10-15. [CrossRef]
48. Hyung-Suk Lee, Ki-Seog Kim. 2008. Decomposition and Super-efficiency in the Korean Life Insurance Industry Employing
DEA. International Journal of Contents 4:3, 1-9. [CrossRef]
49. Arlene TuangDepartment of International Business, The University of Auckland, Auckland, New Zealand Christina
StringerDepartment of International Business, The University of Auckland, Auckland, New Zealand. 2008. Trust and
commitment in Vietnam: the industrial distributor's perspective. International Journal of Emerging Markets 3:4, 390-406.
[Abstract] [Full Text] [PDF]
50. Jess CambraFierroDpt. Direccin de Empresas, University Pablo de Olavide, Seville, Spain Jess CambraBerdnUNED
Barbastro, BarbastroHuesca, Spain. 2008. The role of school and university teachers as parttime marketers. Marketing
Intelligence & Planning 26:5, 539-551. [Abstract] [Full Text] [PDF]
51. yvind Helgesen. 2008. Marketing for Higher Education: A Relationship Marketing Approach. Journal of Marketing for
Higher Education 18:1, 50-78. [CrossRef]
52. Roger Baxter Intangible value in buyerseller relationships 27-98. [Abstract] [Full Text] [PDF] [PDF]
53. Aaron C.T. SmithSport services 231-255. [CrossRef]
54. David Ballantyne, John Williams. 2008. Business to business relationships: the paradox of network constraints?. Australasian
Marketing Journal (AMJ) 16:1, 95-107. [CrossRef]
55. Katherine Tyler, Mark Patton, Marco Mongiello and Derek MeyerCarolin PlewaSchool of Commerce, The University of
Adelaide, Adelaide, Australia Pascale QuesterSchool of Commerce, The University of Adelaide, Adelaide, Australia. 2007.
Key drivers of universityindustry relationships: the role of organisational compatibility and personal experience. Journal of
Services Marketing 21:5, 370-382. [Abstract] [Full Text] [PDF]
56. Shannon L. Bichard, Todd Chambers, Padmini Patwardhan. 2007. The Media Buying Process: Perceptions of Media Sales
Representatives. International Journal on Media Management 9:1, 28-39. [CrossRef]
57. Mario Castellanos-Verdugo, Ma de los ngeles Oviedo-Garca, Nadine VeerapermalEncouraging Enhanced Customer
Relationship Management in Accommodation SMEs: The Case of Seville, Spain 173-185. [CrossRef]
58. Photis M. Panayides. 2007. The impact of organizational learning on relationship orientation, logistics service effectiveness
and performance. Industrial Marketing Management 36:1, 68-80. [CrossRef]
59. Photis PanayidesCyprus International Institute of Management, Nicosia, Cyprus. 2006. Enhancing innovation capability
through relationship management and implications for performance. European Journal of Innovation Management 9:4,
466-483. [Abstract] [Full Text] [PDF]
60. Philippa Hankinson, Wendy Lomax. 2006. The effects of re-branding large UK charities on staff knowledge, attitudes and
behaviour. International Journal of Nonprofit and Voluntary Sector Marketing 11:3, 193-207. [CrossRef]
61. Diana LuckLondon Metropolitan University, UK. 2006. Customer Relationship Marketing and Corporate Social
Responsibility: Not just ethical standpoints or business strategies. Social Responsibility Journal 2:1, 83-87. [Abstract] [PDF]
62. A. Michael KnemeyerDepartment of Marketing and Logistics, Fisher College of Business, The Ohio State University,
Columbus, Ohio, USA Paul R. MurphyDepartment of Management, Marketing and Logistics, Boler School of Business,
John Carroll University, University Heights, Ohio, USA. 2005. Is the glass half full or half empty?. International Journal of
Physical Distribution & Logistics Management 35:10, 708-727. [Abstract] [Full Text] [PDF]
63. Nelson Oly NdubisiSchool of Business and Economics, Monash University Malaysia, Petaling Jaya, Malaysia Chan Kok
WahLaSalle School, Kota Kinabalu, Malaysia. 2005. Factorial and discriminant analyses of the underpinnings of relationship
marketing and customer satisfaction. International Journal of Bank Marketing 23:7, 542-557. [Abstract] [Full Text] [PDF]
64. Leo Y.M. SinDepartment of Marketing, The Chinese University of Hong Kong, Hong Kong Alan C.B. TseDepartment of
Marketing, The Chinese University of Hong Kong, Hong Kong Frederick H.K. YimDepartment of Marketing, The Chinese
University of Hong Kong, Hong Kong. 2005. CRM: conceptualization and scale development. European Journal of Marketing
39:11/12, 1264-1290. [Abstract] [Full Text] [PDF]
65. Martin Hingley. 2005. Response to comments on Power to all our Friends? Living with imbalance in supplierretailer
relationships. Industrial Marketing Management 34:8, 870-875. [CrossRef]
66. Gillian H Wright, Andrew Taylor. 2005. Strategic partnerships and relationship marketing in healthcare. Public Management
Review 7:2, 203-224. [CrossRef]
67. Photis M. Panayides, Meko So. 2005. Logistics service providerclient relationships. Transportation Research Part E: Logistics
and Transportation Review 41:3, 179-200. [CrossRef]
68. Leo Y.M. Sin, Alan C.B. Tse, Oliver H.M. Yau, Raymond P.M. Chow, Jenny S.Y. Lee. 2005. Market Orientation,
Relationship Marketing Orientation, and Business Performance: The Moderating Effects of Economic Ideology and Industry
Type. Journal of International Marketing 13:1, 36-57. [CrossRef]
69. Leo Y.M. Sin, Alan C.B. Tse, Oliver H.M. Yau, Raymond P.M. Chow, Jenny S.Y. Lee, Lorett B.Y. Lau. 2005. Relationship
marketing orientation: scale development and cross-cultural validation. Journal of Business Research 58:2, 185-194. [CrossRef]
70. Ralf WagnerFaculty of Economics, Business Administration and Marketing, University of Bielefeld, Bielefeld, Germany. 2005.
Contemporary marketing practices in Russia. European Journal of Marketing 39:1/2, 199-215. [Abstract] [Full Text] [PDF]
71. Zhanbing Huang, Difang WanReciprocity factors in relationship marketing 173-179 Vol. 1. [CrossRef]
72. Amit K. GhoshAssociate Professor of Marketing, James J. Nance College of Business Administration, Cleveland State
University, Cleveland, Ohio, USA W. Benoy JosephAssociate Dean and Professor of Marketing, James J. Nance College of
Business Administration, Cleveland State University, Cleveland, Ohio, USA John T. GardnerAssociate Professor of Marketing
at the College of Business Administration, SUNY at Brockport, Brockport, New York, USA Sharon V. ThachProfessor
of Marketing at the College of Business Administration, Tennessee State University, Nashville, Tennessee, USA. 2004.
Understanding industrial distributors' expectations of benefits from relationships with suppliers. Journal of Business &
Industrial Marketing 19:7, 433-443. [Abstract] [Full Text] [PDF]
73. Y. H. Wong, T. K. P. Leung, Ricky Y. K. Chan, Chester K. M. To, Stanley H. F. So. 2004. Is Total Trust Possible?. Journal
of International Consumer Marketing 16:4, 107-131. [CrossRef]
74. Michael John HarkerMiddlesex University Business School, The Burroughs, London, UK. 2004. Lenses and mirrors: the
customer perspective on parttime marketers. Marketing Intelligence & Planning 22:6, 663-672. [Abstract] [Full Text] [PDF]
75. Alan C.B. TseThe Chinese University of Hong Kong, Shatin, Hong Kong Leo Y.M. SinThe Chinese University of Hong
Kong, Shatin, Hong Kong Oliver H.M. YauCity University of Hong Kong, Kowloon Tong, Hong Kong Jenny S.Y. LeeCity
University of Hong Kong, Kowloon Tong, Hong Kong Raymond ChowCity University of Hong Kong, Kowloon Tong, Hong
Kong. 2004. A firm's role in the marketplace and the relative importance of market orientation and relationship marketing
orientation. European Journal of Marketing 38:9/10, 1158-1172. [Abstract] [Full Text] [PDF]
76. Roger Baxter, Sheelagh Matear. 2004. Measuring intangible value in business-to-business buyerseller relationships: An
intellectual capital perspective. Industrial Marketing Management 33:6, 491-500. [CrossRef]
77. Nic Terblanche. 2004. The Performing Arts and Selected Relationship Marketing Strategies. South African Theatre Journal
18:1, 8-30. [CrossRef]
78. Adrian ZambardinoSaatchi and Saatchi, London, UK John GoodfellowLondon Metropolitan University, London, UK. 2003.
Account planning in the new marketing and communications environment (has the Stephen King challenge been met?).
Marketing Intelligence & Planning 21:7, 425-434. [Abstract] [Full Text] [PDF]
79. Adam LindgreenUniversit catholique de Louvain, Belgium. 2003. Trust as a valuable strategic variable in the food industry.
British Food Journal 105:6, 310-327. [Abstract] [Full Text] [PDF]
80. David C. GilbertSchool of Management, University of Surrey, Guildford, Surrey, UK Karen C. ChoiSchool of Management,
University of Surrey, Guildford, Surrey, UK. 2003. Relationship marketing practice in relation to different bank ownerships:
a study of banks in Hong Kong. International Journal of Bank Marketing 21:3, 137-146. [Abstract] [Full Text] [PDF]
81. Declan P. Bannon. 2003. Voting, non-voting and consumer buying behaviour: non-voter segmentation (NVS) and the
underlining causes of electoral inactivity. Journal of Public Affairs 3:2, 138-151. [CrossRef]
82. Patricia Rees, Hanne Gardner. 2003. Best value, partnerships and relationship marketing in local government. International
Journal of Nonprofit and Voluntary Sector Marketing 8:2, 143-152. [CrossRef]
83. Diana LuckLondon Metropolitan University, London, UK Geoff LancasterLondon Metropolitan University, London, UK.
2003. ECRM: customer relationship marketing in the hotel industry. Managerial Auditing Journal 18:3, 213-231. [Abstract]
[Full Text] [PDF]
84. M Jos Sanzo, M Leticia Santos, Rodolfo Vzquez, Luis I. lvarez. 2003. The Role of Market Orientation In Business Dyadic
Relationships: Testing an Integrator Model. Journal of Marketing Management 19:1-2, 73-107. [CrossRef]
85. Samir Shrivastava, Sudhir H. Kale. 2003. Philosophising on the Elusiveness of Relationship Marketing Theory in Consumer
Markets: A Case for Reassessing Ontological and Epistemological Assumptions. Australasian Marketing Journal (AMJ) 11:3,
61-71. [CrossRef]
86. Sofia Daskou, Eleni E. Mangina. 2003. Artificial Intelligence in Managing Market Relationships. Journal of Relationship
Marketing 2:1-2, 85-102. [CrossRef]
87. 2002. Erratum. Journal of Services Marketing 16:7, 615-635. [Abstract] [PDF]
88. Sally RaoSchool of Marketing, Griffith University, Brisbane, Australia Chad PerryGraduate College of Management, Southern
Cross University, Coolangatta, Australia. 2002. Thinking about relationship marketing: where are we now?. Journal of Business
& Industrial Marketing 17:7, 598-614. [Abstract] [Full Text] [PDF]
89. Leo Y.M. SinAssociate Professor, Department of Marketing, The Chinese University of Hong Kong, Hong Kong Alan
C.B. TseAssociate Professor, Department of Marketing, The Chinese University of Hong Kong, Hong Kong Oliver H.M.
YauProfessor of Marketing, City University of Hong Kong, Hong Kong Jenny S.Y. LeeUniversity Lecturer, City University
of Hong Kong, Hong Kong Raymond ChowInstructor, City University of Hong Kong, Hong Kong. 2002. The effect of
relationship marketing orientation on business performance in a serviceoriented economy. Journal of Services Marketing 16:7,
656-676. [Abstract] [Full Text] [PDF]
90. Martin HingleyHarper Adams University College, Newport, Shropshire, UK Adam LindgreenTechnical University of
Eindhoven, Eindhoven, The Netherlands. 2002. Marketing of agricultural products: case findings. British Food Journal 104:10,
806-827. [Abstract] [Full Text] [PDF]
91. Michael W. StarkeyDe Montfort University, Leicester, UK David WilliamsQCi Ltd, UK Merlin StoneBristol Business School,
Bristol, UK. 2002. The state of customer management performance in Malaysia. Marketing Intelligence & Planning 20:6,
378-385. [Abstract] [Full Text] [PDF]
92. Low Sui Pheng, Tan Sui Ling Gracia. 2002. Relationship marketing: a survey of QS firms in Singapore. Construction
Management and Economics 20:8, 707-721. [CrossRef]
93. Mia Larson. 2002. A political approach to relationship marketing: case study of the Storsjyran festival. International Journal
of Tourism Research 4:2, 119-143. [CrossRef]
94. Cindy ClaycombW. Frank Barton School of Business, Wichita State University, Wichita, Kansas, USA Charles L. MartinW.
Frank Barton School of Business, Wichita State University, Wichita, Kansas, USA. 2001. Building customer relationships:
an inventory of service providers objectives and practices. Marketing Intelligence & Planning 19:6, 385-399. [Abstract] [Full
Text] [PDF]
95. Stella Lai Man SoAssociate Professor of Marketing, Chinese University of Hong Kong, Hong Kong Mark W. SpeeceAssociate
Professor of Marketing, Nanyang Technological University, Singapore. 2000. Perceptions of relationship marketing among
account managers of commercial banks in a Chinese environment. International Journal of Bank Marketing 18:7, 315-327.
[Abstract] [Full Text] [PDF]
96. David Ballantyne. 1999. Commentary on a Paper by Evert Gummesson. Australasian Marketing Journal (AMJ) 7:1, 86-88.
[CrossRef]
97. Myria IoannouCustomer Relationship Management (CRM) 150-170. [CrossRef]
98. Ahmed Abdelkader, Howard Jackson, John CookDeterminants and Antecedents of Relationship Marketing Orientation
210-231. [CrossRef]
99. Myria IoannouCustomer Relationship Management (CRM): 1884-1903. [CrossRef]
100. Raechel JohnsTechnology, Trust and B2B Relationships 79-96. [CrossRef]
101. Dora Simes, Sandra FilipeImpact of 2.0 on Contemporary Marketing 367-388. [CrossRef]
102. Dora Simes, Sandra FilipeImpact of 2.0 on Contemporary Marketing 767-788. [CrossRef]
103. Kanghyun Yoon, Jeanetta D. SimsRe-Conceptualizing Relational Integrated Marketing Communications from the Perspective
of Social CRM 222-253. [CrossRef]
104. Laura Zapata Cant, Jos Luis PinedaThe Relevance of Customers as a Source of Knowledge in IT Firms 86-101. [CrossRef]
105. Diana LuckThe Implications of the Development and Implementation of CRM for Knowledge Management 2393-2407.
[CrossRef]
106. David Starr-GlassFaculty Response to the Opportunities of the Digital Age: 102-126. [CrossRef]
107. Kanghyun Yoon, Jeanetta D. SimsRe-Conceptualizing Relational Integrated Marketing Communications from the Perspective
of Social CRM 2102-2134. [CrossRef]
108. Laura Zapata Cant, Jos Luis PinedaCustomers as External Sources of Knowledge to Foster Innovation 552-564. [CrossRef]