@inbook{9c0843d27dff4c2f9454953bd70aab2e,
title = "The Key Role of HR Policies and Practices in Implementing a Relationship Marketing Orientation",
abstract = "The limitations of the transactional approach to marketing in services and industrial settings gave rise to a relationship marketing (RM) paradigm (Gr{\"o}nroos 1997), which emphasizes building, maintaining, and enhancing relationships between the company and its customers at a profit (e.g., Gr{\"o}nroos 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).",
keywords = "Corporate Culture, Corporate Financial Performance, Human Resource Management, Market Orientation, Relationship Marketing",
author = "O. Iglesias and Saleem, {Fathima Z.}",
note = "Publisher Copyright: {\textcopyright} 2015, Academy of Marketing Science.",
year = "2015",
doi = "10.1007/978-3-319-10951-0_268",
language = "English",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "722--725",
booktitle = "Developments in Marketing Science",
address = "United Kingdom",
}