haku: @indexterm RELATIONSHIP MARKETING / yhteensä: 249
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| Tekijä: | Murphy, B. (et al.) |
| Otsikko: | Stakeholder perceptions presage holistic stakeholder relationship marketing performance |
| Lehti: | European Journal of Marketing
2005 : VOL. 39:9-10, p. 1049-1059 |
| Asiasana: | relationship marketing stakeholders performance appraisal |
| Kieli: | eng |
| Tiivistelmä: | This paper aims to measure marketing performance (hereafter as: m-ting perf.) in a holistic sense. To augment the prevailing customer relationship marketing (as: CRM - for 'relationship marketing' as: RM) paradigm, a holistic stakeholder (as: s-hldr.) RM paradigm is proposed in which holistic m-ting perf. is reflected in the delivery of long-term economic, social, and environmental value to customer, employee, supplier, community, and s-hldrs. of a business to enhance sustainable financial perf. It is found that s-hldr. perf. appraisal results to date indicate that a holistic s-hldr. RM orientation incorporating triple bottom line philosophy significantly enhances business financial perf. beyond that achieved by a CRM orientation. |
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