search query: @author Tinsley, D. B. / total: 4
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| Author: | Tinsley, D. B. |
| Title: | Relationship marketing's strategic array |
| Journal: | Business Horizons
2002 : JAN-FEB, VOL. 45:1, p. 70-76 |
| Index terms: | MARKETING RELATIONSHIP MARKETING STRATEGY ANALYTICAL REVIEW |
| Language: | eng |
| Abstract: | Relationship marketing should be planned and implemented within an array of other strategies that relate with and enhance one another. Supporting strategies are those necessary for achieving a relationship's full effectiveness. Augmented strategies are those whose effectiveness might be enhanced by relationship marketing if marketing planning and strategic planning are integrated. Consideration of relationship marketing's use as a strategy deserves attention from management because it may require significant resources, often leads to interfunctional activities, and augments certain overall market strategies. The paper provides a substantial list of references on this subject. |
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