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| Tekijä: | Gruen, T. W. |
| Otsikko: | Relationship marketing: The route to marketing efficiency and effectiveness |
| Lehti: | Business Horizons
1997 : NOV-DEC, VOL. 40:6, p. 32-38 |
| Asiasana: | SERVICE MARKETING THEORIES CUSTOMERS EFFECTIVENESS CO-OPERATION |
| Kieli: | eng |
| Tiivistelmä: | Because the theoretical development of relationship marketing is still in a relatively early stage, there is a great deal of confusion from its advocates and its critics. This paper provides some clarification of the domain from the view of one of its advocates. Customer as a partner is the ultimate goal of this new paradigm of marketing. The goal is to provide both the research and business training for successfully managing profitable relationships in an information-rich environment that is growing ever more complicated and demanding. Relationship marketing reorients the positions of suppliers and customers through a business strategy of bringing them together in cooperative, trusting and mutually beneficial relationships. |
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