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T. Davenport
Saving IT’s soul: human‐centred information management
K. Valley
The electronic negotiator
M. Hogg, J. Nuttall, G. Long, D. Davison
Relationship marketing: the challenge of operationalizing the components of relationship marketing
T. Conway, J. Swift (2000)
International relationship marketing ‐ The importance of psychic distanceEuropean Journal of Marketing, 34
R. Lewicki (1996)
Essentials of Negotiation
Annika Ravald, C. Grönroos (1996)
The value concept and relationship marketingEuropean Journal of Marketing, 30
M. Christopher, A. Payne, D. Ballantyne, L. Pelton (1993)
Relationship Marketing: Bringing Quality, Customer Service and Marketing Together
L.D. Peters, K.P. Fletcher
The role of trust in facilitating information exchange
James Boles, T. Brashear, D. Bellenger, H. Barksdale (2000)
Relationship selling behaviors: antecedents and relationship with performanceJournal of Business & Industrial Marketing, 15
Jill Purdy, Pete Nye, P. Balakrishnan (2000)
THE IMPACT OF COMMUNICATION MEDIA ON NEGOTIATION OUTCOMESInternational Journal of Conflict Management, 11
E. Gummesson (1994)
Making Relationship Marketing OperationalInternational Journal of Service Industry Management, 5
C. Veloutsou, M. Saren, N. Tzokas (2002)
Relationship marketing: What if … ?European Journal of Marketing, 36
Vicky Dougherty (1999)
Knowledge is about people, not databasesIndustrial and Commercial Training, 31
Joseph Cannon, Christian Homburg (2001)
Buyer–Supplier Relationships and Customer Firm CostsJournal of Marketing, 65
Michael Rich, Daniel Smith (2000)
Determining relationship skills of prospective salespeopleJournal of Business & Industrial Marketing, 15
Bruce Keillor, R. Parker, Charles Pettijohn (2000)
Relationship‐oriented characteristics and individual salesperson performanceJournal of Business & Industrial Marketing, 15
M.K. Rich, D.C. Smith
The Journal of Business & Industrial Marketing
Purpose – This paper provides a general review of relationship marketing, its application to a business‐to‐business context and examines reasons for its failure. Design/methodology/approach – Reporting on the literature and two separate research investigations undertaken by the authors, research suggests there are few companies that succeed in developing relationship‐marketing programs that produce significant benefits to both parties. Discussion of theoretical aspects on relationship marketing is followed by examination of evidence from research. Findings – A series of potential failure points are identified and commented on in relation to the authors own research findings. This includes an analysis of how successful face‐to‐face interactions can be used to build relationships. Originality/value – This article synthesizes and critically evaluates the role of relationship marketing in business and poses the key question on partnership development that many business managers are struggling with today: why bother? Throughout, the authors have made suggestions for relationship marketing managers on how relationship performance may be improved at strategic management and operational levels.
Handbook of Business Strategy – Emerald Publishing
Published: Jan 1, 2006
Keywords: Customer relations; Relationship marketing
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