Relationship marketing: strategic and tactical implications

Christian Grönroos (Professor of Marketing, CERS Center for Relationship Marketing and Service Management, Swedish School of Economics, Helsingfors, Finland)

Management Decision

ISSN: 0025-1747

Publication date: 1 April 1996


Discusses the logic of the re‐emerging relationship approach to marketing and presents key strategic as well as tactical implications for a firm attempting to apply a relationship marketing strategy. Notes that major changes in the business philosophy may be required if relationship marketing is truly to be adopted. Otherwise the firm may just be paying lip‐service to the new philosophy. Using direct marketing techniques and developing partnerships alone are not sufficient. Relationship marketing requires much more than that.



Grönroos, C. (1996), "Relationship marketing: strategic and tactical implications", Management Decision, Vol. 34 No. 3, pp. 5-14.

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Copyright © 1996, MCB UP Limited

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