Making Relationship Marketing Operational
- 1 December 1994
- journal article
- Published by Emerald in International Journal of Service Industry Management
- Vol. 5 (5), 5-20
- https://doi.org/10.1108/09564239410074349
Abstract
Based on a research project with the purpose of defining the essence and scope of relationship marketing (RM). The marketing mix theory, which constitutes the prevailing approach to marketing, is made operational through the definition of the 4Ps and extensions of these. The core is a presentation of 30 relationships, the 30Rs, as a way of making the RM philosophy more operational and generally applicable. The 30Rs provide a basis for companies to work out their own specific relationship portfolio as part of their marketing planning process.Keywords
This publication has 7 references indexed in Scilit:
- Quo Vadis, marketing? Toward a relationship marketing paradigmJournal of Marketing Management, 1994
- Building a new academic field—The case of services marketingJournal of Retailing, 1993
- The intelligent enterprise a new paradigmAcademy of Management Perspectives, 1992
- Marketing‐orientation Revisited: The Crucial Role of the Part‐time MarketerEuropean Journal of Marketing, 1991
- Relationship approach to marketing in service contexts: The marketing and organizational behavior interfaceJournal of Business Research, 1990
- Differentiate with the 5th P: PeopleIndustrial Marketing Management, 1987
- The new marketing—Developing long-term interactive relationshipsLong Range Planning, 1987