The Key Role of HR Policies and Practices in Implementing a Relationship Marketing Orientation

Oriol Iglesias, Fathima Z. Saleem

Producció científica: Capítol de llibreCapítolAvaluat per experts

2 Cites (Scopus)

Resum

The limitations of the transactional approach to marketing in services and industrial settings gave rise to a relationship marketing (RM) paradigm (Grönroos 1997), which emphasizes building, maintaining, and enhancing relationships between the company and its customers at a profit (e.g., Grönroos 1990). RM has received a lot of attention in the literature for various reasons (Berry 1995), however there is a clear need for more empirical research on how to support the implementation of a relationship marketing orientation (RMO) internally in organizations (Sin et al. 2005).

Idioma originalAnglès
Títol de la publicacióDevelopments in Marketing Science
Subtítol de la publicacióProceedings of the Academy of Marketing Science
EditorSpringer Nature
Pàgines722-725
Nombre de pàgines4
DOIs
Estat de la publicacióPublicada - 2015

Sèrie de publicacions

NomDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (imprès)2363-6165
ISSN (electrònic)2363-6173

Fingerprint

Navegar pels temes de recerca de 'The Key Role of HR Policies and Practices in Implementing a Relationship Marketing Orientation'. Junts formen un fingerprint únic.

Com citar-ho