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| Author: | Iglesias, O. Sauquet, A. Montaña, J. |
| Title: | The role of corporate culture in relationship marketing |
| Journal: | European Journal of Marketing
2011 : VOL 45:4 p. 631-650 |
| Index terms: | organizational culture relationship marketing companies corporate culture employees |
| Freeterms: | modelling |
| Language: | eng |
| Abstract: | The role of corporate culture in relationship marketing is significantly under-researched, although there is evident consensus in the literature about the importance of this topic. The purpose of this paper is to present a model for the corporate culture of a relationship-marketing-oriented company. There is a finding, that the two key shared values required to successfully put relationship marketing into effect are client orientation and a high degree of concern for employees. Furthermore, another six shared values (trust, commitment, teamwork, innovation, flexibility, and results orientation) also seem to facilitate the development of a relationship marketing orientation. |
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