Wikipedia

Relationship marketing: Difference between revisions

Browse history interactively
← Previous editNext edit →
Content deleted Content added
VisualWikitext
Six markets model: "claim" has negative implications; Berry
Line 29:
In contrast, relationship marketing is cross-functional, organised around processes that involve all aspects of an organization.<ref>{{Cite journal |last=Hutt |first=Michael D. |date=1995 |title=Cross-functional working relationships in marketing |url=http://link.springer.com/10.1007/BF02893875 |journal=Journal of the Academy of Marketing Science |language=en |volume=23 |issue=4 |pages=351–357 |doi=10.1007/BF02893875 |s2cid=189888025 |issn=0092-0703}}</ref> In fact, some commentators prefer to call relationship marketing 'relationship management' because it involves much more than that which is included in normal marketing.
 
Because of its broad scope, relationship marketing can be effective in many contexts. As well as being relevant to 'for profit' businesses, research indicates that relationship marketing can be useful for organizations in the voluntary sector<ref>Bussell, H., &and Forbes, D. (2006). "[https://www.tandfonline.com/doi/abs/10.1300/J054v15n01_08 Developing relationship marketing in the voluntary sector]". ''Journal of Nonprofit & Public Sector Marketing'', 15(1–2), 151–174. {{doi|10.1300/J054v15n01_08}}.</ref> and in the public sector.<ref>Gillett, A. G. (2015). "[https://pure.york.ac.uk/portal/en/publications/remarkor(633e88dd-c498-4034-925c-7f24c62693ab)/export.html REMARKOR: RELATIONSHIPRelationship MARKETINGMarketing ORIENTATIONOrientation ONon LOCALLocal GOVERNMENTGovernment PERFORMANCEPerformance]". ''Journal of Services Research'', 15(1), 97.</ref><ref>Gillett, A.G. (2016). MULTIPLEMultiple RELATIONSHIPSrelationships WITHwith MULTIPLEmultiple STAKEHOLDERSstakeholders: THEthe SCOPEscope OFof RELATIONSHIPrelationship MARKETINGmarketing FORfor PUBLICpublic SERVICESservices. Journal of Services Research, 16(2), pp. 1–28.</ref>
 
Martin Christopher, Adrian Payne and David Ballantyne at the [[Cranfield School of Management]] claim that relationship marketing has the potential to forge a synthesis between quality management, customer service management and marketing.<ref name="Christopher M., Payne, A. and Ballantyne, D. 1991 264">{{cite book | title = Relationship Marketing | publisher=Butterworth-Heinemann, Oxford | year = 1991 | page = 264 | author last1= Christopher |first1=M., |last2=Payne, |first2=A. and |last3=Ballantyne, |first3=D. | isbn=978-0-7506-4839-4 }}</ref>
 
==Approaches==
Retrieved from "https://en.wikipedia.org/wiki/Relationship_marketing"