TY  - JOUR
AB  - 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.
VL  - 11
IS  - 4
SN  - 0887-6045
DO  - 10.1108/08876049710171731
UR  - https://doi.org/10.1108/08876049710171731
AU  - Voss Glenn B.
AU  - Giraud Voss Zannie
PY  - 1997
Y1  - 1997/01/01
TI  - Implementing a relationship marketing program: a case study and managerial implications
T2  - Journal of Services Marketing
PB  - MCB UP Ltd
SP  - 278
EP  - 298
Y2  - 2024/04/16
ER  -