search query: @author Berry, L. / total: 5
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| Author: | Berry, L. |
| Title: | Relationship marketing of services - growing interest, emerging perspectives |
| Journal: | Journal of the Academy of Marketing Science
1995 : FALL, VOL. 23:4, p. 236-245 |
| Index terms: | MARKETING GROWTH INTEREST RATES |
| Language: | eng |
| Abstract: | Relationship marketing is an old idea but a new focus now at the forefront of services marketing practice and academic research. The impetus for its development has come from the maturing of services marketing with the emphasis on quality, increased recognition of potential benefits for the firm and the customer, and technological advances. Accelerating interest and active research are extending the concept to incorporate newer, more sophisticated viewpoints. Emerging perspectives explored here include targeting profitable customers, using the strongest possible strategies for customer bonding, marketing to employees and other stakeholders, and building trust as a marketing tool. |
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