haku: @indexterm Relationship marketing / yhteensä: 249
viite: 191 / 249
| Tekijä: | Payne, A. Frow, P. |
| Otsikko: | Developing a segmented service strategy: improving measurement in relationship marketing |
| Lehti: | Journal of Marketing Management
1999 : NOV, VOL. 15:8, p. 797-818 |
| Asiasana: | Relationship marketing Marketing strategy Measurement |
| Kieli: | eng |
| Tiivistelmä: | 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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