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| Author: | Payne, A. Frow, P. |
| Title: | Developing a segmented service strategy: improving measurement in relationship marketing |
| Journal: | Journal of Marketing Management
1999 : NOV, VOL. 15:8, p. 797-818 |
| Index terms: | Relationship marketing Marketing strategy Measurement |
| Language: | eng |
| Abstract: | This paper investigates the integration of relationship marketing and marketing measurement. In particular, it addresses the need for the development of a segmented service strategy. |
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