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Implementing Relationship Marketing

Dan T. Dunn Jr. (Associate Professor at Northeastern University in Boston)

Management Research News

ISSN: 0140-9174

Article publication date: 1 June 1995

615

Abstract

Relationship marketing is a powerful new business approach, but an implementation framework is required. This article discusses how six corporations collaborated in an exercise to develop step‐by‐step guidelines. The framework is illustrated in fields ranging from high tech to consumer products. An important trend in marketing centers on the concept of relationship marketing, a firm's effort to develop long term, mutually beneficial links with customers. It involves a partnership approach with an account to solve complex problems. General Electric and Union Carbide were early adopters of the concept, noting that relationships go far beyond price since buyers share internal company data with suppliers and expect reciprocal commitments and loyalty. Although discussed as a general marketing approach, less is known about implementation (Copulsky and Wolf, 1990; Gronroos, 1994; Morgan and Hunt, 1994). Indeed relationship marketing can backfire if customers perceive that it is only a supplier's latest buzzword. This article reports the results of an exercise conducted by six well known corporations which collaborated to articulate exactly what elements may be involved when implementing a relationship marketing program.

Citation

Dunn, D.T. and Thomas, C.A. (1995), "Implementing Relationship Marketing", Management Research News, Vol. 18 No. 6/7, pp. 46-55. https://doi.org/10.1108/eb028414

Publisher

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MCB UP Ltd

Copyright © 1995, MCB UP Limited

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