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Journal articles on the topic 'Relationship Marketing Approach'

Author: Grafiati

Published: 10 March 2023

Last updated: 31 July 2025

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1

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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Sheth, Jagdish. "Revitalizing relationship marketing." Journal of Services Marketing 31, no. 1 (2017): 6–10. http://dx.doi.org/10.1108/jsm-11-2016-0397.

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Purpose The aim of this paper is to review the forces that led to the rise of relationship marketing (RM) and to provide suggestions for how it can overcome its midlife crisis and be revitalized. Design/methodology/approach Personal reflections. Findings A shift in two dimensions is needed to revitalize RM: from “share of wallet” to “share of heart” as the RM objective and from “managing customer relationships” to “managing contractual or virtual joint ventures with customers” as the process of RM. Research limitations/implications The shift to “share of heart” will generate three new RM areas

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Vaikunthavasan, Sathana. "Digital Marketing Capability and Performance: Moderated Mediation Approach." Sri Lanka Journal of Marketing 11, no. 1 (2025): 72–104. https://doi.org/10.4038/sljmuok.v11i1.208.

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The study aims to identify the nexus between digital marketing capability and the performance of small and medium enterprises, as well as the moderated mediation effect of competitive intensity and relationship marketing. Quantitative methodology is appropriate for analysing the above nexus. I adopted convenient sampling to select the respondents and developed a structured questionnaire to collect data from the respondents. Structural equation modelling analysis was applied to analyse the influence, mediation effect, and moderation effect; the SPSS process was applied for moderated mediation a

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Akroush, Mamoun N. "Transactional marketing and relationship marketing paradigms: a structural equation modelling approach." International Journal of Electronic Customer Relationship Management 4, no. 2 (2010): 125. http://dx.doi.org/10.1504/ijecrm.2010.031862.

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Gengler, Charles E., and Peter T. L. Popkowski Leszczyc. "Using customer satisfaction research for relationship marketing: A direct marketing approach." Journal of Direct Marketing 11, no. 4 (1997): 36–41. http://dx.doi.org/10.1002/(sici)1522-7138(199723)11:4<36::aid-dir6>3.0.co;2-x.

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Gengler, Charles E., and Peter T. L. Popkowski Leszczyc. "Using customer satisfaction research for relationship marketing: A direct marketing approach." Journal of Direct Marketing 11, no. 1 (1997): 23–29. http://dx.doi.org/10.1002/(sici)1522-7138(199724)11:1<23::aid-dir3>3.0.co;2-0.

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Juju, Undang, and Tatang Supriadi. "MARKETING MIX STRATEGY, MARKETING RELATIONSHIP STRATEGY, AND MARKETING PERFORMANCE: THE MEDIATING ROLE OF COMPETITIVE ADVANTAGE." Jurnal Riset Bisnis dan Manajemen 17, no. 1 (2024): 29–40. http://dx.doi.org/10.23969/jrbm.v17i1.12062.

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The purpose of this study is to determine the Effect of Marketing Mix Strategies and Marketing Relationship Strategies on Competitive Advantage and Its Implications for Marketing Performance Partially and Simultaneously. The method used in this study is a verifiative method with a quantitative approach. This research is a causal/verifiative research because it intends to determine the relationship between the above research variables with causal relationships so that there are independent variables (influencing variables) and dependent variables (influenced). comparative, associative and struc

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Setyawan, Anton Agus, Bernardinus M. Purwanto, Basu Swastha Dharmmesta, and Sahid Susilo Nugroho. "Relationship Marketing Estimation Model in Emerging Economies: Dyadic Versus Non-dyadic Approach." Organizations and Markets in Emerging Economies 10, no. 2 (2019): 174–95. http://dx.doi.org/10.15388/omee.2019.10.9.

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   The purpose of this study is to analyze two estimation models related to relationship marketing in business-to-business interactions in the context of emerging economies. We compare two estimation models – one based on a dyadic approach and another based on a non-dyadic approach. We estimate these two models and compare their results to see which one is more suitable to be used as a theoretical relationship marketing model. We developed a survey comprising 204 dyadic observations of retailers and their suppliers and used a purposive sampling method. Three different observa

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Kharouf, Husni, Donald J. Lund, Alexandra Krallman, and Chris Pullig. "A signaling theory approach to relationship recovery." European Journal of Marketing 54, no. 9 (2020): 2139–70. http://dx.doi.org/10.1108/ejm-10-2019-0751.

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Purpose Drawing on signaling theory, the purpose of this study is to investigate the effects of the strength and framing of firm signals sent to repair relationships following relationship violations. Design/methodology/approach Three 2 × 2 scenario-based experiments (total n = 527) manipulate signal strength × violation type (Study 1); signal frame × violation type (Study 2); and signal strength × brand familiarity (Study 3) to examine their dynamic impacts on relationship recovery efforts. Findings Stronger signals are more effective at relationship repair and are especially important follow

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Lendel, Viliam, and Michal Varmus. "Proposal of Innovative Approaches of Relationship Marketing in Business." Business: Theory and Practice 16, no. (1) (2015): 63–74. https://doi.org/10.3846/btp.2015.434.

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The aim of this paper is to propose innovative approaches to relationship marketing that affect the process of building relationships with customers, based on a detailed analysis of the literary sources and the research. This proposal is supported by the information technology e-CRM and social CRM. The paper contains a detailed description of the procedure for successfully implementing innovative approaches to relationship marketing in business. This should serve mainly to marketing managers as a valuable tool in their use of innovative approaches to relationship marketing, especially in the p

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Thaichon, Park, Gajendra Liyanaarachchi, Sara Quach, Scott Weaven, and Yi Bu. "Online relationship marketing: evolution and theoretical insights into online relationship marketing." Marketing Intelligence & Planning 38, no. 6 (2019): 676–98. http://dx.doi.org/10.1108/mip-04-2019-0232.

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Purpose The purpose of this paper is to review the past, current and future trends in empirical research and theoretical insights into online relationship marketing. Design/methodology/approach Review over 100 empirical and theoretical studies in the online relationship marketing from top marketing and management journals. Findings This paper examined three areas pertinent to online relationship marketing: first, the evolution of online relationship marketing from pre-1990s to the present, which offers a temporal snapshot of changes in and an overview of the critical components that make up th

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MARCU, Roxana, and Dan POPESCU. "Healthcare Customer Relationship Management: Marketing Process Deliverable Approach." Studies in Informatics and Control 29, no. 3 (2020): 329–36. http://dx.doi.org/10.24846/v29i3y202006.

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Chandwani, Sanjay. "Book Review: Relationship Marketing: A Consumer Experience Approach." Vision: The Journal of Business Perspective 15, no. 1 (2011): 83–85. http://dx.doi.org/10.1177/097226291101500116.

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Addison, Donald P., Tony Lingham, Can Uslay, and Olivia F. Lee. "An entrepreneurial relationship marketing approach to B2B selling." Journal of Research in Marketing and Entrepreneurship 19, no. 1 (2017): 2–25. http://dx.doi.org/10.1108/jrme-09-2016-0032.

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Purpose The purpose of this paper is to examine the entrepreneurial practice of intellectual capital sharing (ICS) with client organizations and assess its potential for collaborative business-to-business (B2B) relationship building. B2B collaborations within the traditional marketing paradigm are restricted due to perceived opportunism. Design/methodology/approach The research is based on the grounded theory approach and involves 22 semi-structured interviews with the employees of a focal organization and its five client organizations regarding 36 implemented projects. Interviews were transcr

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Martin, Charles L. "Relationship marketing: a high‐involvement product attribute approach." Journal of Product & Brand Management 7, no. 1 (1998): 6–26. http://dx.doi.org/10.1108/10610429810209700.

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El Khadar, Mariame. "The Service Relationship: Literature Review." International Journal of Scientific Research and Management 10, no. 08 (2022): 3763–79. http://dx.doi.org/10.18535/ijsrm/v10i8.em04.

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This article is a literature review on service relationships dealing with two important theoretical approaches in which service relationships are classified: the Perspective Approach and the Interactionist Approach. Then, a service relationship conceptualization is based on the study of several definitions. This literary review also presents service models highlighting the service production process, called “servuction” in the marketing literature (actors and visible and hidden parts of service production). These models also reveal relationships that are concomitant to the service relationship

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Babu, Simran, Saroj Kumar Sahoo, and Oleksandr A. Zadoia. "CONTEXTUALIZING ATTITUDE-INTENTION-BEHAVIOUR TRIAD WITH GREEN MARKETING & SUSTAINABLE PRACTICES: AN ISM APPROACH." Academy Review 2, no. 63 (2025): 219–35. https://doi.org/10.32342/3041-2137-2025-2-63-14.

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Purpose: Although the relationship between behavioural intention and certain behaviour is a widely proven fact, the context in which this relationship develops has yet to be explored. Therefore, this study aims to examine the contextual relationship between green purchase behaviour and green purchase intention, customers’ attitudes towards green shopping, customers’ culture, customers’ awareness of sustainable practices, perceived risk, and socio-demographic factors. Research methodology & design: This study followed a qualitative approach, where the contextual relationships of the above-m

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Krasyuk, Irina, and Alexey Bragin. "Cluster approach in marketing." E3S Web of Conferences 531 (2024): 05008. http://dx.doi.org/10.1051/e3sconf/202453105008.

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The article discusses the cluster approach in industry. The authors' position on the evolutionary transformation of the cluster concept into an ecosystem one is substantiated. The author's view on the content of the “diamond of competitiveness” for assessing the high-tech industry sector is proposed. On the basis of marketing design, the relationship between the cluster economy and the ecosystem concept is revealed, which will determine the methodological tools of cluster marketing and will allow evaluating its industrial corporations. It is proved that the ecosystem approach is the basis of m

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Echchakoui, Said. "Salesperson profitability in relationship marketing." Journal of Modelling in Management 9, no. 3 (2014): 306–23. http://dx.doi.org/10.1108/jm2-02-2014-0014.

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Purpose – This paper aims to answer a prominent question that arises for the manager who wishes to recruit a salesperson to maintain and develop a portfolio–customer relationship: Under which condition is this decision profitable for the firm? Though several authors have underscored the importance of the salesperson's role in the creation of purchaser–salesperson relationships, in the author's knowledge, no study has focused on the salesperson's profitability in the relationship approach. This issue is significant for sales managers because the investment in sales force is greater, and the rel

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Safitri, Diana, and Nurul Komaryatin. "Digital Marketing Influence on Marketing Performance: The Role of Customer Engagement and Relationship Marketing." Golden Ratio of Marketing and Applied Psychology of Business 5, no. 2 (2025): 316–31. https://doi.org/10.52970/grmapb.v5i2.960.

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This research decisively establishes the influence of digital marketing on the marketing performance of Small and Medium Enterprises (SMEs) in the food sector of Jepara Regency, underscoring the critical mediating roles of customer engagement and relationship marketing. Employing a robust quantitative methodology with Structural Equation Modeling (SEM), analyzed through SmartPLS version 4.0, questionnaires were distributed to 150 SME owners in the food sector. The results indicate that while digital marketing does not directly enhance marketing performance, customer engagement and relationship

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Sun, Francis. "Relationship versus Transaction Marketing in China: An Institutional Approach." Business and Management Studies 3, no. 2 (2017): 47. http://dx.doi.org/10.11114/bms.v3i2.2448.

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This study takes a transaction governance institutional approach to predict firms’ choice between relationship versus transaction marketing in China. Drawing on the literatures on relational versus discrete transactions and their respective governance institutions of social relational governance versus market mechanisms, the paper posits that firms can either practice relationship marketing to reinforce social relational governance to support relational exchanges, or launch transaction marketing to enhance the effectiveness of market mechanisms to promote discrete transactions. The paper furth

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Tanveer, Muhammad, Abdul-Rahim Ahmad, Haider Mahmood, and Ikram Ul Haq. "Role of Ethical Marketing in Driving Consumer Brand Relationships and Brand Loyalty: A Sustainable Marketing Approach." Sustainability 13, no. 12 (2021): 6839. http://dx.doi.org/10.3390/su13126839.

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This research is focused on studying the impact of ethical marketing practices on value-adding product sustainability and customer brand relationship sustainability. It further investigates the consequent effects of value-adding product sustainability and customer brand relationship sustainability on brand loyalty. Data for this study were collected from a sample of 1500 customers having multiple interactions with goods and brands of retail organizations in Pakistan. We employed structural equation modeling (SEM) using SPSS 24.0 to analyze our data. The findings of this paper provide empirical

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Szwacka-Mokrzycka, Joanna. "An interdisciplinary approach to marketing." Annals of Marketing Management & Economics 1, no. 1 (2015): 85–92. http://dx.doi.org/10.22630/amme.2015.1.1.8.

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This article looks at the issue of the interdisciplinary approach to marketing. The purpose of this study is to present the contribution of various sciences to the creation and emergence of marketing as an independent discipline of science. The subsequent parts of this study are devoted to the relationship between marketing and related sciences. In addition, this paper illustrates a pioneering approach to marketing and the directions of its evolution, including the emergence of the extended concept of marketing.

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Trihatmoko, R. Agus, Mugi Harsono, Salamah Wahyuni, Tulus Haryono, and Niki Lukviarman. "Structure of Channel Management and Agency Theory: Relationship Marketing Approach for Fast Moving Consumer Goods (FMCG) Business." Research in Business and Management 5, no. 2 (2018): 17. http://dx.doi.org/10.5296/rbm.v5i2.13413.

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This article aimed at identifying, describing, and obtaining deep understanding about channel management to reveal the characteristics of relationship-marketing theory. As such, it utilizes the agency theoretical perspective which is occasionally used in prior relationship-marketing research. The research uses qualitative method based on phenomenology theoretical-design and constructivism philosophy to observed fast-moving consumer goods business phenomenon within transactional buying-selling process in the channel management structure. Such design will be applied through the mechanism of dist

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Gronroos, Christian. "Relationship approach to marketing in service contexts: The marketing and organizational behavior interface." Journal of Business Research 20, no. 1 (1990): 3–11. http://dx.doi.org/10.1016/0148-2963(90)90037-e.

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Balaji, M. S., Sanjit Kumar Roy, and Khong Kok Wei. "Does relationship communication matter in B2C service relationships?" Journal of Services Marketing 30, no. 2 (2016): 186–200. http://dx.doi.org/10.1108/jsm-08-2014-0290.

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Purpose Given the role of communication in relationship development and maintenance, the purpose of this study is to examine the multidimensional nature of relationship communication and examine its association with customers’ cognitive and affective states (consisting of trust, intimacy and image) and relationship commitment. Design/methodology/approach A set of hypotheses is developed based on review of the literature. The hypotheses are tested empirically using partial least square path modelling on survey data collected from users of retail banking services. Findings Results show that rela

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Tjandra, Nathalia Christiani, John Ensor, Maktoba Omar, and John R. Thomson. "An evaluation of the effect of interconnectedness and the state of the relationships in a triad: a dynamic approach." Qualitative Market Research: An International Journal 23, no. 4 (2020): 821–41. http://dx.doi.org/10.1108/qmr-02-2020-0029.

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Purpose This study aims to investigate the applicability of Ritter’s (2000) framework of interconnectedness in a triadic relationship between a provider, intermediaries and customers and to extend the framework by considering how the state of the relationships in a triad influences the relationship dynamic. Design/methodology/approach A qualitative case study research method with multiple sources of evidence was adopted in this study. The case study focusses on a triadic relationship of one of the largest UK-based financial services institutions, Provider XYZ, with independent financial advise

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Abdul, *. Asma Tahir Mumtaz Muhammad Khan &. Muhammad Arshad. "CUSTOMER RELATIONSHIP MANAGEMENT MODEL FROM STRATEGIC APPROACH: A KNOWLEDGE MANAGEMENT PERSPECTIVE." INTERNATIONAL JOURNAL OF RESEARCH SCIENCE & MANAGEMENT 5, no. 2 (2018): 121–40. https://doi.org/10.5281/zenodo.1185589.

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<strong>Purpose: </strong>To review the literature on Customer Relationship Management (CRM), identify the CRM models presented by different researchers. This paper considers CRM as a philosophy that can be translated into a strategy. An insight in the core components of CRM systems leading to inclusion of Tacit Knowledge (TK) can bring better understanding of marketing functioning. This understanding results in better decisions.   <strong>Design/methodology/approach:</strong> A review of more than 200 papers on CRM, marketing, relationship marketing and Knowledge Management (KM) directed

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Heriyawan, Mohammad Sapta, Widodo, Okvita Wahyuni, and Awel Suryadi. "MAHABBAH BONDING RELATIONSHIP: RELATIONSHIP MARKETING THEORY IN ISLAMIC VALUE LENS TOWARD BUSINESS SUPPORTING CAPACITY IN BUSINESS GROUPS (KUBE) MSME FISH PROCESSING IN CENTRAL JAVA, INDONESIA." International Journal of Professional Business Review 10, no. 2 (2025): e05263. https://doi.org/10.26668/businessreview/2025.v10i2.5263.

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Objective: This research proposes a new conceptual model in marketing activities to provide benefits for all parties involved in a marketing relationship bond. Theoretical Framework: The integration of dimensions from Relationship Marketing Theory and Islamic Values forms a new conceptual effort to enhance marketing performance, which is Mahabbah Bonding Relationship. Method: This study employs a grounded theory research design to form constructs and develop theories from data collected directly through observation, interviews, and library research. Results and Discussion: The Mahabbah Bonding

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Grönroos, Christian. "Relationship marketing readiness: theoretical background and measurement directions." Journal of Services Marketing 31, no. 3 (2017): 218–25. http://dx.doi.org/10.1108/jsm-02-2017-0056.

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Purpose This paper aims to develop the foundation of a model for assessing relationship marketing readiness (RMR) and provide directions for such an assessment. Design/methodology/approach Based on the promise theory and service logic, the importance of the customer–firm touchpoints and interactions to relationship marketing as an equivalent to the product variable in a conventional marketing approach is discussed. Then, a relationship marketing model and an RMR assessment model are developed. Findings The paper suggests an RMR assessment model based on two variables, namely, whether managemen

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Gunawan, Andi, and Wentri Merdiani. "Pengaruh Citra Merek dan Pemasaran Digital melalui Hubungan Pemasaran pada Keputusan Pembelian Apotek di Kota Bandung." MASALIQ 5, no. 4 (2025): 1498–516. https://doi.org/10.58578/masaliq.v5i4.6287.

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The increasingly intense competition in the pharmacy industry, particularly in urban areas such as Bandung, demands that business actors adopt effective marketing strategies to attract and retain customers. This study aims to analyze the influence of brand image, digital marketing, and relationship marketing on consumer purchasing decisions in pharmacies across Bandung. A quantitative approach was employed, with data collected through surveys and statistical analysis used to examine the relationships among variables. Respondents consisted of pharmacy consumers located throughout Bandung. The a

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Fazal-e-Hasan, Syed, Gary Mortimer, Ian Lings, and Gurjeet Kaur. "How gratitude improves relationship marketing outcomes for young consumers." Journal of Consumer Marketing 37, no. 7 (2020): 713–27. http://dx.doi.org/10.1108/jcm-10-2019-3446.

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Purpose Relationship marketing is about developing, maintaining and sustaining mutually beneficial customer–organisation relationships as measured by economic gains. Yet, a purely economic focus does not fully offer a psychological explanation of relationship marketing outcomes. In this regard, this paper has considered gratitude as a significant component of personal relationships, which offers insights into a customer–organisation relationships. Accordingly, this study aims to examine gratitude as a mechanism to predict relationship marketing outcomes, such as overall satisfaction, trust and

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Al-Homery, Hussein A., Hasbullah Ashari, and Asmala Ahmad. "Customer Relationship Management: A Literature Review Approach." International Journal of Global Optimization and Its Application 2, no. 1 (2023): 20–38. http://dx.doi.org/10.56225/ijgoia.v2i1.160.

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This paper reviews the literature of CRM definitions in order to highlight the impact and the confusion around definitions of CRM. It is emerging the new perspectives in Customer relationship Management. It addresses some issues in the literature review, which constitutes a significant difficulty in the CRM adopting process. The numerous CRM definitions, the advancement in technology and customer knowledge emerging new perspectives in CRM. Content Analysis is carried out to summarize the most features of CRM definitions in Marketing, Relationship Marketing, Management, and Information Systems

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A. Griffith, David, Hannah S. Lee, Chang Seob Yeo, and Roger Calantone. "Marketing process adaptation." International Marketing Review 31, no. 3 (2014): 308–34. http://dx.doi.org/10.1108/imr-06-2013-0113.

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Purpose – The purpose of this paper is to explore the marketing “processes” of governing multiple export relationships under the theoretical framework of governance value analysis (GVA). Specifically, this work examines the internal exchange attributes of transaction-specific investments and psychic distance on the adaptation/standardization of relational behavior and detailed contracting and how process adaptation/standardization influences new product outcomes and jointly created value in the focal export relationship. Design/methodology/approach – A survey was conducted of 151 US manufactur

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Pedron, Cristiane Drebes, and Mario Caldeira. "Customer relationship management adoption: using a dynamic capabilities approach." International Journal of Internet Marketing and Advertising 6, no. 3 (2011): 265. http://dx.doi.org/10.1504/ijima.2011.038239.

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Orava, Markus, and Pekka Tuominen. "Curing and caring in surgical services: a relationship approach." Journal of Services Marketing 16, no. 7 (2002): 677–91. http://dx.doi.org/10.1108/08876040210447379.

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Tichindelean, Mihai. "The Influence of Marketing Communication on the Consumer’s Buyer Behavior – A Relationship Marketing Approach." Studies in Business and Economics 10, no. 1 (2015): 140–45. http://dx.doi.org/10.1515/sbe-2015-0013.

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Abstract The purpose of the paper is to identify the nature of the influence of a company’s marketing communication of the actual consumer behaviour. To achieve this purpose, the paper is structures in two parts; firstly, the recent literature regarding relationship marketing paradigm is reviewed and the value chain concept is presented. The second part contains a survey-based research which uses book-store customers as target unit. Sales promotion and advertising are used as input variables in identifying the variation in the client’s buying behaviour. Client behaviour was measured through th

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Kim, Yu Kyoum, and Galen Trail. "A Conceptual Framework for Understanding Relationships Between Sport Consumers and Sport Organizations: A Relationship Quality Approach." Journal of Sport Management 25, no. 1 (2011): 57–69. http://dx.doi.org/10.1123/jsm.25.1.57.

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Sport consumers are increasingly discontented and disconnected with sport organizations and researchers have advocated a fundamental shift in sport marketing from a traditional exchange paradigm to a relationship paradigm. Relationship quality is critical to understanding sport consumer-organization relationships because it can: (a) render a platform to organize wide-ranging relational constructs; (b) provide insight into evaluating relationship-marketing effectiveness; and (c) diagnose and address problems in relationships. Therefore, we propose a conceptual framework of sport consumer-organi

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Soboleva, Yulia P., and Pavel M. Nefedov. "Reputation Marketing in Customer Relationship Management." Journal of Modern Competition 18, no. 6 (2024): 68–79. https://doi.org/10.37791/2687-0657-2024-18-6-68-79.

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Reputation marketing is a new direction of marketing activities of modern organizations. The purpose of its implementation in organizations is to create mutually beneficial relationships with consumers, systematically study customers, collect their feedback on the company’s products and form an appropriate reaction. The heads of modern companies are beginning to pay more and more attention to the reputation of the company, on the one hand, in order to strengthen competitive advantages, on the other hand, in order to protect business in the context of expanding the use of various Internet marke

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ANDERSSON, SVANTE. "A NETWORK APPROACH TO MARKETING MANAGEMENT." Journal of Enterprising Culture 10, no. 03 (2002): 209–23. http://dx.doi.org/10.1142/s0218495802000098.

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This article is an argument in favour of the importance of having different perspectives for different situations in marketing. Since the 1990s, relationship marketing has become an accepted stream in marketing research. However, this type of marketing consists of many different perspectives. Here, the network approach is covered. Its origin and its divergence from the mainstream marketing mix approach are discussed. It is concluded that Swedish culture and context influenced the development of the network approach. However, the network view is not pertinent to all marketing situations in Swed

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Jones, Michael A., Kristy E. Reynolds, Mark J. Arnold, Colin B. Gabler, Stephanie T. Gillison, and Vincent Myles Landers. "Exploring consumers’ attitude towards relationship marketing." Journal of Services Marketing 29, no. 3 (2015): 188–99. http://dx.doi.org/10.1108/jsm-04-2014-0134.

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Purpose – The purpose of this study is to explore consumers’ overall attitude toward relationship marketing and to determine the influence of consumers’ overall attitude on consumers’ intentions and behaviors. Many services companies practice relationship marketing and customer relationship management. Although the benefits and drawbacks of relationship marketing for consumers have been established, little is known about whether consumers have a relatively positive or negative attitude toward relationship marketing practices. Design/methodology/approach – This research investigates consumers’

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