haku: @author Frow, P. / yhteensä: 4
viite: 3 / 4
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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