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Artículos de revistas sobre el tema "Relationship marketing"

Autor: Grafiati

Publicado: 4 de junio de 2021

Última modificación: 25 de julio de 2025

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1

Macanović, Vedrana, and Ljiljana Pavlović. "RAZVOJ RELATIONSHIP MARKETINGA." NIR, no. 16 (January 1, 2020): 85. https://doi.org/10.59417/nir.2020.16.85.

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Postindustrijsko društvo, usluţna ekonomija, ekonomija zasnovana na znanju, informatičko društvo, su koncepti koji predstavljaju pokušaj da se ukaţe na ključne promene koje su obeleţile novu ekonomiju. Relationship marketing predstavlja nov pristup marketingu, „novu marketing paradigmu“, čiji je značaj sve veći. Relationship marketing treba shvatiti pre kao putovanje, nego samu destinaciju. To je pristup koji podrazumeva traţenje odgovora na permanentne promene koje diktira okruţenje. Ključna vrlina savremenih organizacija je agilnost, koja podrazumeva sposobnost da se brzo, fleksibilno reaguj

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2

Bekmurzaeva, Z. H. "Relationship marketing." Vestnik of North-Ossetian State University, no. 4 (2018): 85–87. http://dx.doi.org/10.29025/1994-7720-2018-4-85-87.

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3

Kolesnikov, S., N. Nemogay, and T. Denysova. "Marketing relationship." Law and public administration 4 (2019): 18–26. http://dx.doi.org/10.32840/pdu.2019.4.3.

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4

Heffernan, Troy, Grant O'Neill, Tony Travaglione, and Marcelle Droulers. "Relationship marketing." International Journal of Bank Marketing 26, no. 3 (2008): 183–99. http://dx.doi.org/10.1108/02652320810864652.

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5

Blackwell, Steven. "Relationship Marketing:." Journal of Pharmaceutical Marketing & Management 13, no. 2 (2002): 1–25. http://dx.doi.org/10.1300/j058v13n02_01.

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6

Boddington, Andrew. "Relationship Marketing." Interactive Marketing 1, no. 2 (1999): 219–20. http://dx.doi.org/10.1057/palgrave.im.4340029.

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7

Fyall, Alan, Christine Callod, and Brenda Edwards. "Relationship Marketing." Annals of Tourism Research 30, no. 3 (2003): 644–59. http://dx.doi.org/10.1016/s0160-7383(03)00046-x.

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8

N. Sheth, Jagdish, and Atul Parvatiyar. "Relationship marketing." International Business Review 4, no. 4 (1995): 391–96. http://dx.doi.org/10.1016/0969-5931(95)90003-9.

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9

Grönroos, Christian. "Relationship Marketing." Journal of Business Research 46, no. 3 (1999): 327–35. http://dx.doi.org/10.1016/s0148-2963(98)00030-7.

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10

Lindgreen, Adam, and Michael Beverland. "Relationship Marketing." Journal of International Food & Agribusiness Marketing 16, no. 2 (2004): 25–51. http://dx.doi.org/10.1300/j047v16n02_03.

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11

Veloutsou, Cleopatra, Michael Saren, and Nikolaos Tzokas. "Relationship marketing." European Journal of Marketing 36, no. 4 (2002): 433–49. http://dx.doi.org/10.1108/03090560210417255.

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12

Zineldin, Mosad. "Beyond relationship marketing: technologicalship marketing." Marketing Intelligence & Planning 18, no. 1 (2000): 9–23. http://dx.doi.org/10.1108/02634500010308549.

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13

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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14

Supada, Wayan. "INTEGRASI CUSTOMER RELATIONSHIP MANAGEMENT EFFECTIVENESS (CRME) DALAM PENERAPAN STRATEGI KOMUNIKASI PEMASARAN." Maha Widya Duta : Jurnal Penerangan Agama, Pariwisata Budaya, dan Ilmu Komunikasi 6, no. 1 (2022): 1. http://dx.doi.org/10.55115/duta.v6i1.2030.

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The scipe of marketiing communication is devided into internal and external marketing communication. Internal marketing communication is carried out to build relationship between companies and the organizations within them, including shareholders, employess and stake holders in the company. While external marketing communications aims to build a corporate image and strong relationships between companies with other parties including consumers and the public at large. CRM is one of the strategies that can help maximize the objectives of marketing communications carried out by companies relating

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15

Asih, Daru. "A Complementary Relationship between Marketing Theory and Marketing History." Journal of Advanced Research in Dynamical and Control Systems 12, SP5 (2020): 1515–22. http://dx.doi.org/10.5373/jardcs/v12sp5/20202073.

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16

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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17

Rupali, Madan. "RELATIONSHIP MARKETING STRATEGIES IN BANKING SECTOR: A REVIEW." International Journal of BRIC Business Research (IJBBR) 4, no. 4 (2015): 01–10. https://doi.org/10.5281/zenodo.1321632.

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The paper is review of relationship marketing strategies prevalent in Banking Sector. In this era of mature and intense competitive pressures, it is imperativethat banks maintain a loyal customer base. Nowadays, banks realize the importance ofRelationship Marketing. Relationship marketing offers benefits to the banks, customers as wellas employees of the organization. Relationship Marketing gives the banks way to developmutually beneficial and valuable long term relationships. These

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18

Grönroos, Christian. "From Marketing Mix to Relationship Marketing." Management Decision 32, no. 2 (1994): 4–20. http://dx.doi.org/10.1108/00251749410054774.

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19

Warzecha, Alina. "SPECIFIC MARKETING RELATIONSHIP IN MULTILEVEL MARKETING." sj-economics scientific journal 10 (December 30, 2012): 81–92. http://dx.doi.org/10.58246/sjeconomics.v10i.449.

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The article presents the essence of relationship marketing topics in the modern enterprise. In addition, author presents a brief characterization of MLM companies operating in a market economy. Into this article the author presents the role of leadership of MLM in the company and never discussed so far unpublished stages of development of the relations between the leading MLM company and its structure. It has been presented the customer of MLM life cycle.

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20

Sarwari, Sara. "Relationship Marketing Model." International Journal of Customer Relationship Marketing and Management 9, no. 2 (2018): 16–32. http://dx.doi.org/10.4018/ijcrmm.2018040102.

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To keep the customer loyal, today relationship marketing gets more and more attention in hospitality industry especially in the hotel business. This article develops a model of relationship marketing to empirically investigate: (1) the effect of emotions on relationship quality; and (2) and the effect of both relationship quality and emotions on customer loyalty. Here empirical findings are derived from a survey of 284 loyal guests at five-star hotels in Bangladesh by using structural equation modeling (AMOS 21.0). The findings of this article provide strong evidence of the relationship betwee

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21

Dunn, Dan T., and Claude A. Thomas. "Implementing Relationship Marketing." Management Research News 18, no. 6/7 (1995): 46–55. http://dx.doi.org/10.1108/eb028414.

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22

Adomah-Afari, Augustine, and Theophilus Maloreh-Nyamekye. "Relationship marketing strategy." International Journal of Health Care Quality Assurance 31, no. 6 (2018): 631–45. http://dx.doi.org/10.1108/ijhcqa-05-2017-0086.

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PurposeThe purpose of this paper is to explore how strategies are put in place to formulate policies regarding the introduction and implementation of relationship marketing (RM) in the health sector, and how RM strategies are designed as part of the curricula for the training of prospective health professionals in Ghana.Design/methodology/approachData were gathered using interviews and documentary review. A purposive sampling technique was used to recruit policy makers and health educationists in Accra for in-depth interviews. Qualitative interviews were analysed using framework analysis.Findi

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23

El-Ansary, Adel I. "Relationship Marketing Management." Journal of Relationship Marketing 4, no. 1-2 (2005): 43–56. http://dx.doi.org/10.1300/j366v04n01_04.

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24

Baker, Michael J. "Total Relationship Marketing." Journal of Customer Behaviour 8, no. 3 (2009): 293–97. http://dx.doi.org/10.1362/147539209x469344.

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25

Helfert, Gabriele, and Katharina Vith. "Relationship Marketing Teams." Industrial Marketing Management 28, no. 5 (1999): 553–64. http://dx.doi.org/10.1016/s0019-8501(99)00082-6.

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26

Grönroos, Christian. "Relationship Marketing Logic." Asia-Australia Marketing Journal 4, no. 1 (1996): 7–18. http://dx.doi.org/10.1016/s1320-1646(96)70264-2.

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27

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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28

Hermanns, Arnold, and Manuela Thurm. "Customer Relationship Marketing." Controlling 12, no. 10 (2000): 469–76. http://dx.doi.org/10.15358/0935-0381-2000-10-469.

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29

Zhang, Jonathan Z., George F. Watson, Robert W. Palmatier, and Rajiv P. Dant. "Dynamic Relationship Marketing." Journal of Marketing 80, no. 5 (2016): 53–75. http://dx.doi.org/10.1509/jm.15.0066.

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30

Pallister, John. "Customer Relationship Marketing." Journal of Database Marketing & Customer Strategy Management 9, no. 2 (2002): 194. http://dx.doi.org/10.1057/palgrave.jdm.3240076.

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31

Steinhoff, Lena, Denni Arli, Scott Weaven, and Irina V. Kozlenkova. "Online relationship marketing." Journal of the Academy of Marketing Science 47, no. 3 (2018): 369–93. http://dx.doi.org/10.1007/s11747-018-0621-6.

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32

Mishra, Prashant. "Relationship Marketing Management." NMIMS Management Review 15, no. 2 (2003): 54–55. https://doi.org/10.1177/0971102320030209.

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33

Budi S, Surawan Setya. "PENGARUH INPUT PROSES RELATIONSHIP MARKETING TERHADAP OUTPUT PROSES RELATIONSHIP MARKETING." Kajian Bisnis STIE Widya Wiwaha 27, no. 2 (2019): 190–206. http://dx.doi.org/10.32477/jkb.v27i2.349.

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This research use relationship marketing teory which applied 4 factor of input process understanding customer expectations, building service partnerships, empowiring employers, and total quality management, and output relationship marketing process: customer satisfaction and customer layalty. The objective of this research is to find out wich factors of input process that has more impact on the output process in relationship marketing. There are 60 trusted correspondencea from Grand Inna Malioboro Hotel customer whom at least have been stayed at the hotel three times. The method of collecting

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34

Harker, Michael John. "Relationship marketing defined? An examination of current relationship marketing definitions." Marketing Intelligence & Planning 17, no. 1 (1999): 13–20. http://dx.doi.org/10.1108/02634509910253768.

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35

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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36

Nijssen, Edwin J., and Hester van Herk. "Conjoining International Marketing and Relationship Marketing: Exploring Consumers’ Cross-Border Service Relationships." Journal of International Marketing 17, no. 1 (2009): 91–115. http://dx.doi.org/10.1509/jimk.17.1.91.

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37

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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38

Ville, Simon. "“Making Connections”: Insights into Relationship Marketing from the Australasian Stock and Station Agent Industry." Enterprise & Society 10, no. 3 (2009): 423–48. http://dx.doi.org/10.1017/s1467222700008120.

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Relationship marketing has received little attention from business historians who have favored the study of branding, associational advertising, market research, and the role of marketing agencies, particularly in relation to modern consumer manufacturing. Although the term relationship marketing is of recent origin, we analyze its practice under a different guise, “connections,” over several centuries: we draw on the extensive archival evidence of a rural business services industry in Australia and New Zealand. Relationship marketing's emphasis upon close and enduring individual customer rela

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39

Bhaskar, Dr N. Lakshmi. "‘Relationship Marketing’ – A Lucrative Hospital Marketing Strategy." IOSR Journal of Business and Management 3, no. 6 (2012): 46–48. http://dx.doi.org/10.9790/487x-0364648.

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40

Shaw, Robert. "Relationship Marketing: Exploring Relational Strategies in Marketing." Interactive Marketing 3, no. 3 (2002): 291–92. http://dx.doi.org/10.1057/palgrave.im.4340142.

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41

Bush, Robert P., James H. Underwood, and Daniel L. Sherrell. "Examining the Relationship Marketing, Marketing Productivity Paradigm." Journal of Relationship Marketing 6, no. 2 (2007): 9–32. http://dx.doi.org/10.1300/j366v06n02_03.

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42

Peltier, James, Alexander Nill, and John A. Schibrowsky. "Internal Marketing, Nurse Loyalty and Relationship Marketing." Health Marketing Quarterly 20, no. 4 (2003): 63–82. http://dx.doi.org/10.1300/j026v20n04_05.

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43

Rasul, Tareq. "Relationship Marketing and the Marketing Productivity Paradigm." Journal of Developing Areas 51, no. 1 (2017): 423–30. http://dx.doi.org/10.1353/jda.2017.0025.

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44

Burns, David J., Homer B. Warren, and Rashmi Assudani. "The External Relationships in Relationship Marketing: An Exploration." Journal of business market management 4, no. 1 (2010): 51–69. http://dx.doi.org/10.1007/s12087-010-0031-7.

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45

Juščius, Vytautas. "Relationship Marketing: Theorethical Aspects." Business: Theory and Practice 7, no. (4) (2006): 254–62. https://doi.org/10.3846/btp.2006.31.

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In recent years relationship marketing has found its place in the practice of modern production and service business. In Lithuania this concept is yet in the first stages of its development. The article focuses on the concept of relationship marketing and its development within the context of various marketing theories. The main principles of application and methods of relationship marketing are analyzed. The key assumptions for using relationship marketing as well as factors of influence are disclosed. The article also examines the specifics of relationship marketing in the service sector, ev

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46

Arnett, Dennis B., Steve D. German, and Shelby D. Hunt. "The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing." Journal of Marketing 67, no. 2 (2003): 89–105. http://dx.doi.org/10.1509/jmkg.67.2.89.18614.

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Researchers suggest that developing long-term relationships with key stakeholders is an important strategy in today's intensely competitive business environment. Many organizations have embraced this concept, which is referred to as relationship marketing. Much of the research on relationship marketing success has examined relationships that (1) are primarily economic in nature, (2) involve business-to-business marketing, and (3) involve for-profit firms. However, the authors argue that relationship marketing is a viable strategy in such contexts as those involving high levels of social exchan

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47

Mandal, Pratap Chandra. "Marketing Information and Marketing Intelligence." International Journal of Business Strategy and Automation 3, no. 1 (2023): 1–12. http://dx.doi.org/10.4018/ijbsa.316235.

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Companies cannot make decisions without proper information about their customers. The study discusses the various ways that companies collect customer information, store the information, and analyze the information. The study focuses on the role of customer relationship management (CRM) in making proper usage of the information and the intelligence gathered from the information in building better relationships with customers. The study emphasizes that building fruitful relationships with customers will help companies grow their businesses in the long run. Although CRM implementation helps comp

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48

Anggraeni, Devita, and Chandra Kartika. "Pengaruh Service Marketing, Relationship Marketing, Communication Marketing Terhadap Customer Satisfaction." Journal of Islamic Management 2, no. 1 (2022): 191–202. http://dx.doi.org/10.15642/jim.v2i1.675.

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This study aims to determine: Is there any influence of Service Marketing, Relation Marketing and Communication Marketing simultaneously affect the Customer Satisfaction of Motorcycle users at Surya Gemilang Motor Surabaya Barat, Is there any influence of Service Marketing partially affect the Customer Satisfaction of Motorcycle users at Surya Gemilang Motor Surabaya West, Is there any influence of Relationship Marketing which partially affects Customer Satisfaction of Motorcycle users at Surya Gemilang Motor , W est Surabaya, Is there any influence of Communication Marketing that partially af

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Kubo, Tomokazu. "Starting a Relationship in Marketing Channels." Japan Marketing Journal 38, no. 2 (2018): 6–20. http://dx.doi.org/10.7222/marketing.2018.037.

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Catoiu, Iacob, and Mihai Tichindelean. ""Relationship Marketing - Theoretical Consideration "." Annales Universitatis Apulensis Series Oeconomica 2, no. 14 (2012): 655–63. http://dx.doi.org/10.29302/oeconomica.2012.14.2.31.

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