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

O. Iglesias, Fathima Z. Saleem

Research output: Book chapterChapterpeer-review

2 Citations (Scopus)

Abstract

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).

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages722-725
Number of pages4
DOIs
Publication statusPublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Keywords

  • Corporate Culture
  • Corporate Financial Performance
  • Human Resource Management
  • Market Orientation
  • Relationship Marketing

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