search query: @author Danaher, P. / total: 6
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| Author: | Colgate, M. Danaher, P. |
| Title: | Implementing a customer relationship strategy: the asymmetric impact of poor versus excellent execution |
| Journal: | Journal of the Academy of Marketing Science
2000 : SUMMER, VOL. 28:3, p. 375-387 |
| Index terms: | IMPLEMENTATION CUSTOMERS EXECUTIVES |
| Language: | eng |
| Abstract: | The benefits of developing customer relationships are well established. However, a well-intentioned relationship marketing strategy may fail because of poor implementation. In this study, the authors look at the effects of implementing a customer relationship strategy. Specifically, they examine the implementation of a personal-banker strategy as a means to developing customer relationships in the retail banking industry. |
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