TY  - JOUR
AB  - 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.
VL  - 34
IS  - 3
SN  - 0025-1747
DO  - 10.1108/00251749610113613
UR  - https://doi.org/10.1108/00251749610113613
AU  - Grönroos Christian
PY  - 1996
Y1  - 1996/01/01
TI  - Relationship marketing: strategic and tactical implications
T2  - Management Decision
PB  - MCB UP Ltd
SP  - 5
EP  - 14
Y2  - 2024/09/19
ER  -