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Relevant bibliographies by topics / Relationship Marketing Approach

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Academic literature on the topic 'Relationship Marketing Approach'

Author: Grafiati

Published: 10 March 2023

Last updated: 31 July 2025

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Journal articles on the topic "Relationship Marketing Approach"

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Helgesen, Øyvind. "Marketing for Higher Education: A Relationship Marketing Approach." Journal of Marketing for Higher Education 18, no. 1 (2008): 50–78. http://dx.doi.org/10.1080/08841240802100188.

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Gummesson, Evert. "From relationship marketing to total relationship marketing and beyond." Journal of Services Marketing 31, no. 1 (2017): 16–19. http://dx.doi.org/10.1108/jsm-11-2016-0398.

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Purpose This paper aims to emphasize the need for generation of more general, abstract and grand theory in marketing by synthesizing relationship marketing and other developments and to address complexity instead of fragmented bits of marketing. Design/methodology/approach This study is a discourse based on new theoretical developments, literature and personal reflection. Findings Relationships, networks and interaction constitute the core of marketing. Research limitations/implications Future focus on theory generation and complexity through case study research and not on fragmented quantitat

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Tomás Gómez Arias, José. "A relationship marketing approach to guanxi." European Journal of Marketing 32, no. 1/2 (1998): 145–56. http://dx.doi.org/10.1108/03090569810197534.

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АЛИЕВ А.Г., АЛИЕВ А. Г., ДЖАНАЕВ З. А. ДЖАНАЕВ З.А., НАЖМУТДИНОВА С. А. НАЖМУТДИНОВА С.А., and АБДУЛЛАЕВ Н. А. АБДУЛЛАЕВ Н.А. "RELATIONSHIP MARKETING - A NEW MARKETING CONCEPT." Экономика и предпринимательство, no. 2(163) (May 9, 2024): 1201–6. http://dx.doi.org/10.34925/eip.2024.163.2.238.

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Данная статья посвящена новой концепции маркетинга, известной как "маркетинг взаимоотношений". Маркетинг взаимоотношений представляет собой подход к развитию маркетинговой стратегии, основанный на установлении долгосрочных и взаимовыгодных отношений с клиентами. В данной статье мы рассмотрим основные принципы и инструменты маркетинга взаимоотношений, преимущества этой концепции перед традиционным маркетингом и ее влияние на современные рыночные отношения. This article is about a new marketing concept known as “relationship marketing.” Relationship marketing is an approach to developing a marke

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Payne, Adrian, and Flemming Poulfelt. "MARKETING OF MANAGMENT CONSULTING FIRMS: TOWARDS A RELATIONSHIP MARKETING APPROACH." Academy of Management Proceedings 1992, no. 1 (1992): 160–64. http://dx.doi.org/10.5465/ambpp.1992.17515332.

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Achen, Rebecca M. "Measuring social media marketing: moving towards a relationship-marketing approach." Managing Sport and Leisure 22, no. 1 (2017): 33–53. http://dx.doi.org/10.1080/23750472.2017.1379883.

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Grandi, Sebastiano. "A new approach to Marketing Channel Relationship." MERCATI & COMPETITIVITÀ, no. 3 (September 2018): 7–10. http://dx.doi.org/10.3280/mc2018-003001.

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Tjosvold, Dean, Lindsay Meredith, and R. Michael Wellwood. "Implementing Relationship Marketing: A GOAL INTERDEPENDENCE APPROACH." Journal of Business & Industrial Marketing 8, no. 4 (1993): 5–17. http://dx.doi.org/10.1108/08858629310047225.

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Daukseviciute, Irena, and Lyndon Simkin. "Optimising relationship marketing programmes: a holistic approach." Journal of Strategic Marketing 24, no. 6 (2015): 500–518. http://dx.doi.org/10.1080/0965254x.2015.1063681.

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Payne, Adrian, David Ballantyne, and Martin Christopher. "A stakeholder approach to relationship marketing strategy." European Journal of Marketing 39, no. 7/8 (2005): 855–71. http://dx.doi.org/10.1108/03090560510601806.

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Dissertations / Theses on the topic "Relationship Marketing Approach"

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Li, Sai-keung. "Export marketing of Hong Kong electronic products : a relationship approach /." [Hong Kong] : University of Hong Kong, 1993. http://sunzi.lib.hku.hk/hkuto/record.jsp?B13497844.

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Li, Sai-keung, and 李世強. "Export marketing of Hong Kong electronic products: a relationship approach." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1993. http://hub.hku.hk/bib/B3126573X.

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Peck, H. L. "Towards a framework of relationship marketing : a case study approach." Thesis, Cranfield University, 2000. http://dspace.lib.cranfield.ac.uk/handle/1826/10639.

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For almost half a century, academics have laboured over the refinement of managerial models of marketing derived, originally, from studies of consumer goods marketing in North America. These models were firmly rooted in the microeconomic market model and ideas of monopolistic competition. Yet critics have long argued that these managerial models and the assumptions on which they were based were inappropriate for international, business-to business or services marketing situations. From the mid-1980s onwards, alternative approaches to marketing theory began to emerge, in response to a widening

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Wang, Jianfeng. "Consumption of Debt: An Interpersonal Relationship Approach." Diss., The University of Arizona, 2006. http://hdl.handle.net/10150/195092.

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This dissertation examines the phenomenon of consumer debt in the U.S. and probes the issue of credit card debt from a consumer-centric perspective. It examines how credit card usage and credit card debt are embedded in consumers' social relations and life projects, and reveals how debtors cope within their social networks as they use credit cards and manage their credit card debt.Study 1 explores how young adults use credit cards to achieve their life goals as well as to negotiate changes in their relationships with their parents. Credit cards are an important tool for helping young people ga

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Panayides, Photis Michael. "A relationship approach to the marketing of professional ship management services." Thesis, University of Plymouth, 1998. http://hdl.handle.net/10026.1/620.

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Professional ship management, i.e. the management of ships by third parties on behalf of their owners, has grown in importance in international shipping. This research investigates the relationship between professional ship managers and their clients in order to lay down the foundations for optimal marketing strategies directed towards retention of current clients and prospects over the long-term. Professional ship management has been described as an efficient organisational. adjustment to the needs of the global shipping market and a way by which western countries have been trying to sustain

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Aiello, Lucia. "Il prodotto culturale integrato. La relazione territorio-prodotto nel Relationship Marketing Approachpp." Doctoral thesis, Universita degli studi di Salerno, 2010. http://hdl.handle.net/10556/132.

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2006-2009<br>La nuova visione di cultura in termini di prodotto, il ruolo dei prodotti culturali nell'ambito del territorio e la relazione tra il territorio e il prodotto culturale rappresentano i tre temi centrali del lavoro. In una prima parte si affronta l'analisi della latteratura e dei principali autori in materia di cultura per proporre una nuova definizione: prodotto culturale integrato, da cui emerge la necessità di inquadrare il prodotto nel territorio di riferimento. La prospettiva assunta è quella del relationship marketing approach poiché permette di ampliare il punto di vista dell

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Johansen, Helene P. M. "Re-conceptualising party-centred politics in terms of 'market' : a relationship marketing approach." Thesis, London School of Economics and Political Science (University of London), 2009. http://etheses.lse.ac.uk/2542/.

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This study is an inter-disciplinary theoretical endeavour which situates itself at the interface between marketing and political science and which contributes to both political marketing and political science perspectives. It emerges from the proposition that there are important differences between the workings of party-centred political systems as practiced in many of the well established democracies in Northern/Western Europe and candidate-centred systems such as in the United States. The latter are characterised predominantly by self-introduced political entrepreneurs who capture the nomina

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Loh, Hwee Kuen. "The Focal Role of Emotional Well Being in Student-University Interactions: A Relationship Marketing Approach." Thesis, Curtin University, 2021. http://hdl.handle.net/20.500.11937/85010.

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This thesis examines how interactions students in Australian universities have with their peers, teaching and non-teaching staff affect their relationship with the university. By drawing on relationship marketing and education literatures, and grounding the thesis in the theories of social capital and social exchange, quality interactions are found to improve student emotional wellbeing and commitment to the university. These also help to progress student voice, word of mouth and improved student retention rates.

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Doan, Ngoc Thao Ngan, Fei Kong, and Shanjiao Wang. "B2B Marketing - A Network Relationship Approach : A case study of ICT Company Huawei Operator BG Sales Network." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-24193.

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Ainsworth, Rodney Phillip. "The entrepreneurial playwright : a relational approach to marketing plays in the regions." Thesis, Queensland University of Technology, 2008. https://eprints.qut.edu.au/19241/1/Rodney_Ainsworth_Thesis.pdf.

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This exegesis examines the proposition that playwriting is an entrepreneurial activity when combined with the role of producer. The thesis demonstrates that, when a playwright combines the two roles and considers the development of a network of relationships in the process, positive steps can be made towards the marketing of a work and the career progression of the playwright. The issues of marketing and career progression are considered in a regional context. The thesis comprises the creation of a full-length theatrical work through the MA (Research) Program at Queensland University of Techn

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Books on the topic "Relationship Marketing Approach"

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Pelton, Lou E. Marketing channels: A relationship management approach. 2nd ed. McGraw-Hill/Irwin, 2002.

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Pelton, Lou E. Marketing channels: A relationship management approach. Irwin, 1997.

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(Anthony), Conway A., and Warnaby Gary, eds. Relationship marketing: A consumer experience approach. Sage, 2010.

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David, Strutton, and Lumpkin James R, eds. Marketing channels: A relationship management approach. 2nd ed. McGraw-Hill/Irwin, 2002.

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Turbett, Anne. Developing an accountancy practice: A relationship marketing approach. The Author], 1996.

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Smith, Tracey Jayne. Factors influencing the development of a relationship marketing approach within marketing channels. The Author), 1993.

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Hite, Robert E. Managing salespeople: A relationship approach. South-Western College Pub., 1998.

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Stone, Merlin. Relationship marketing strategy: A new approach to building profitable contact with customers. Policy Publications, 1997.

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Haberer, JoAnn B. Customer service in the information age: A common sense approach to high-tech help. Thomson/Course Technology, 2004.

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O'Neill, Thomas. Building higher education/employer relationships: A marketing approach. The Author), 1999.

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Book chapters on the topic "Relationship Marketing Approach"

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Hougaard, Søren, and Mogens Bjerre. "The Individualised Approach to Relationships." In Strategic Relationship Marketing. Springer Berlin Heidelberg, 2002. http://dx.doi.org/10.1007/978-3-540-24813-2_8.

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Hougaard, Søren, and Mogens Bjerre. "A Systematic Approach to Buyer-Seller Relationships." In Strategic Relationship Marketing. Springer Berlin Heidelberg, 2002. http://dx.doi.org/10.1007/978-3-540-24813-2_2.

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Seaton, F. B., and H. A. Laskey. "The Price/Quality Relationship Revisited: A Segmented Approach." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-13141-2_10.

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Rojas-Méndez, José M., and Arturo Z. Vasquez-Parraga. "Determinants of Student Loyalty in Higher Education: A Relationship Marketing Approach." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11806-2_30.

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Bouzdine-Chameeva, Tatiana, Francois Durrieu, and Tibor Mandjak. "Understanding Relationship Value Applying a Cognitive Mapping Approach: A Customer Perspective." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11845-1_50.

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Fill, Chris, and Scot McKee. "Relationship Marketing." In Business Marketing: The Theory and Practice of B2B. Goodfellow Publishers, 2011. http://dx.doi.org/10.23912/978-1-906884-54-3-1736.

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The relationship marketing approach is presented here as a contemporary basis upon which to consider business marketing. It is regarded as a successor to the 4Ps approach, which is considered by many to be irrelevant and outdated. The development of collaborative and mutually rewarding relationships between buyers and sellers is considered to be fundamentally more appealing and an intuitively appropriate interpretation of business-to-business marketing. This view also sees the development of partnerships with other organisations as more suitable than former adversarial ideas based on competiti

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"1.5 Relationship Marketing as an Integrative Management Approach." In Marketing. Vahlen, 2010. http://dx.doi.org/10.15358/9783800648702_31.

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Hollensen, Svend, and Marc Oliver Opresnik. "1.5 Relationship Marketing as an Integrative Management Approach." In Marketing. Vahlen, 2015. http://dx.doi.org/10.15358/9783800649297-35.

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Pranjal, Shreyasi, and Pradhyuman Singh Lakhawat. "Neuromarketing Approach." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2022. http://dx.doi.org/10.4018/978-1-6684-4496-2.ch010.

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In the 21st century, marketing research has been oriented towards four components of consumers—physical body, mind, heart, and spirit—which contributes to the birth of new term, neuromarketing. Neuromarketing is an infant field of marketing science. It tends to help in measurement of physiological and neural signals of brain to gain insight into consumer motivations, preferences, and decisions related to market current situations. In simple words, it's the study of consumer responses in response to marketing stimuli. Human feelings, thoughts, actions are the parts of neural activities in the b

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"A strategic approach to customer relationship management." In The Marketing Book. Routledge, 2008. http://dx.doi.org/10.4324/9780080942544-29.

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Conference papers on the topic "Relationship Marketing Approach"

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Xin, Chen. "Integrated approach in e-relationship marketing." In 2009 ISECS International Colloquium on Computing, Communication, Control, and Management (CCCM). IEEE, 2009. http://dx.doi.org/10.1109/cccm.2009.5267512.

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Porosla, Polina, and Viktoriia Adamovska. "THE 4E MARKETING MIX: A NEW APPROACH TO CUSTOMERS." In 4th International Conference on Relationship between public administration and business entities management. Scientific Center of Innovative Research, 2024. https://doi.org/10.36690/rpabm-2024-92-93.

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Dormenco, Lidia, and Maia Bajan. "The impact of marketing costs on the financial performance of the entity." In International student scientific conference, ISSC 2025 "Challenges of accounting for young researchers", 9th Edition. Academy of Economic Studies, 2025. https://doi.org/10.53486/issc2025.39.

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This study investigates the impact of marketing costs on the financial performance of businesses. Marketing expenditures, often viewed as a critical driver for revenue generation, can also represent a significant cost for organizations. The primary objective of this research is to explore the relationship between marketing costs and the profitability of entities in various sectors. A mixed-methods approach was employed, combining qualitative data from interviews with marketing managers and quantitative analysis through financial performance metrics of several companies over a defined period. T

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Arantes, Luzia. "Communicating sustainability: how brands can influence consumers' purchasing decision." In 1st International Scientific Conference on Economy, Management and Information Technologies-ICEMIT 2023. Toplica Academy of Applied Studies, Department of Business Studies Blace, Serbia, 2023. http://dx.doi.org/10.46793/icemit23.007a.

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Brands use digital marketing communication and tools, including social media, to effectively convey information about their sustainable practices in response to growing consumer demand for sustainability. This approach allows brands to incorporate sustainability messages into their promotional strategies, meeting the growing demand for environmentally friendly products. A study of 423 individuals, including 149 males (35.2%), 273 females (64.5%) and 1 participant of other gender (0.2%), with an average age of 42.74 years (SD=15.94%), examined the relationship between sustainability communicati

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Kucher, Oleg, Serhii Yermakov, Iryna Andreitseva, Svitlana Plotnichenko, and Oleksander Kozak. "Methodological aspects of bioeconomy development strategy formation in Ukraine (example of renewable energy sources)." In 23rd International Scientific Conference Engineering for Rural Development. Latvia University of Life Sciences and Technologies, Faculty of Engineering and Information Technologies, 2024. http://dx.doi.org/10.22616/erdev.2024.23.tf167.

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The work is devoted to the study of issues of the formation of priorities of the economic development of Ukraine. As a result of theoretical studies, it was established that the main goal of the bioeconomy is the optimal use of renewable biological resources and the creation of sustainable systems for the production of new types of products based on them. Marketing management plays an important role as an important component of the company management system. It is noted that the methodology is the fundamental basis of the management of the marketing activities of the enterprise, and the method

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Zarina, Vita, Velga Vevere, Inga Shina, and Blesson Baby. "Assessment of the impacts of experience marketing on the brand image of textile companies in Latvia." In XIX International May Conference on Strategic Management – IMCSM24 Proceedings. University of Belgrade, Technical Faculty in Bor, 2024. http://dx.doi.org/10.5937/imcsm24045z.

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This research aims to fill knowledge gaps in Latvian textile companies' brand image impact of experience marketing. Despite existing literature, Latvian textile enterprises have received less attention. Data is collected through a questionnaire survey and statistical analysis. This comprehensive evaluation contributes to understanding experience marketing in the Latvian textile industry and fills knowledge gaps in academic literature. This research aims to evaluate the impacts of the experience marketing strategies on the brand image of the companies in the textile industry of Latvia. This stu

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Golovataia, Ludmila, and Farida Nemiri Iaisi. "Sustainable marketing strategies as a key business tool." In International Scientific Conference "Modern Paradigms in the Development of the National and World Economy", 17th Edition. Moldova State University, 2025. https://doi.org/10.59295/mpdnwe2024.20.

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Purpose of the article: The purpose of this article is to explore how sustainable marketing strategies can serve as a critical tool for businesses to address global challenges and contribute to the achievement of long-term sustainability goals. It highlights the growing recognition among companies that investing in social and environmental improvements enhances both reputation and profitability. Methodology: The article uses a theoretical analysis of current business practices related to sustainable marketing, focusing on the relationship between company strategies, consumer expectations, and

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Radulović, Vladimir, Zoran Radulović, and Vesna Cogoljević. "Legal and ethical aspects of business with a view to the issue of language." In Employment, Education and Entrepreneurship 2024. Faculty of Business Economics and Entrepreneurship, 2024. https://doi.org/10.5937/eee24060r.

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The legal scholar and critical theorist Jeanne Lorraine Schroeder applied a unique interdisciplinary approach to the philosophy of law which uses linguistically driven Lacanian psychoanalysis, more precisely the theory of four discourses, as well as critical theories about the relationship of ideology and critique, to examine values, subjective roles and tendencies in scholarship which in jurisprudence correspond to the four discourses: the master's, hysteric's, university's and the analyst's. Through this approach, she investigates, among other issues, the relationship of morality with positi

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Aman, Hoda Mohamed. "Cultural identities in Marketing and Branding: Appreciation vs. Appropriation." In 8th International Visual Methods Conference. AIJR Publisher, 2024. http://dx.doi.org/10.21467/proceedings.168.19.

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Cultural identities play a pivotal role in the realm of marketing and branding, serving as unique markers that distinguish individuals and communities. This research delves into the nuanced relationship between cultural appreciation and cultural appropriation in marketing, highlighting the potential benefits and pitfalls of each approach. Through a comprehensive analysis of existing literature and real-world case studies, this study illuminates how cultural identities are leveraged in brand development. The research underscores the ethical considerations surrounding the use of cultural identit

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Kuş, Oğuz, and Charmaine Du Plessis. "EXPLORING THE RELATIONSHIP BETWEEN DIMENSIONS OF BRANDED CONTENT AND INTERACTIVITY ON TWITTER: A DATA-DRIVEN CONTENT MARKETING APPROACH." In 17th Economics & Finance Conference, Istanbul. International Institute of Social and Economic Sciences, 2022. http://dx.doi.org/10.20472/efc.2022.017.011.

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