Making Relationship Marketing Operational
International Journal of Service Industry Management
ISSN: 0956-4233
Article publication date: 1 December 1994
Abstract
Based on a research project with the purpose of defining the essence and scope of relationship marketing (RM). The marketing mix theory, which constitutes the prevailing approach to marketing, is made operational through the definition of the 4Ps and extensions of these. The core is a presentation of 30 relationships, the 30Rs, as a way of making the RM philosophy more operational and generally applicable. The 30Rs provide a basis for companies to work out their own specific relationship portfolio as part of their marketing planning process.
Keywords
Citation
Gummesson, E. (1994), "Making Relationship Marketing Operational", International Journal of Service Industry Management, Vol. 5 No. 5, pp. 5-20. https://doi.org/10.1108/09564239410074349
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited