Implementing a relationship marketing program: a case study and managerial implications
Abstract
Proposes that successful implementation of a relationship marketing program requires a complement of strategies that satisfies and motivates customers through different phases of relationship development. To accomplish this, firms simultaneously implement transactional marketing strategies and relational marketing strategies. Offers a case study of a non‐profit professional theater to demonstrate how a firm can implement multiple marketing strategies to achieve different relational objectives, and extends these findings to offer recommendations and managerial implications.
Keywords
Citation
Voss, G.B. and Giraud Voss, Z. (1997), "Implementing a relationship marketing program: a case study and managerial implications", Journal of Services Marketing, Vol. 11 No. 4, pp. 278-298. https://doi.org/10.1108/08876049710171731
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited