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| Author: | Gordon, M. |
| Title: | Relationship marketing effectiveness: the role of involvement |
| Journal: | Psychology and Marketing
1998 : AUG, VOL. 15:5, p. 443-460 |
| Index terms: | PSYCHOLOGY MARKETING ROLES |
| Language: | eng |
| Abstract: | The term relationship marketing has been used to describe a wide range of marketing tactics. In this article, three dimensions that may be used to categorize these tactics are identified: personalization, individualization, and continuity. Research is presented demonstrating that the effectiveness of each type of tactic is influenced by buyer involvement in the product category, although the nature of this influence differs by country and gender. |
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