Implementing a relationship marketing program: a case study and managerial implications

Glenn B. Voss (Assistant Professor of Marketing, North Carolina State University, Raleigh, NC)
Zannie Giraud Voss (Assistant Professor of the Practice of Drama and Managing Director of Drama Productyions, Duke University, Durham, NC)

Journal of Services Marketing

ISSN: 0887-6045

Publication date: 1 August 1997


Proposes that successful implementation of a relationship marketing program requires a complement of strategies that satisfies and motivates customers through different phases of relationship development. To accomplish this, firms simultaneously implement transactional marketing strategies and relational marketing strategies. Offers a case study of a non‐profit professional theater to demonstrate how a firm can implement multiple marketing strategies to achieve different relational objectives, and extends these findings to offer recommendations and managerial implications.



Voss, G. and Giraud Voss, Z. (1997), "Implementing a relationship marketing program: a case study and managerial implications", Journal of Services Marketing, Vol. 11 No. 4, pp. 278-298.

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Copyright © 1997, MCB UP Limited

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