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Relationship marketing: the route to marketing efficiency and effectiveness

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  • Gruen, Thomas W.

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  • Gruen, Thomas W., 1997. "Relationship marketing: the route to marketing efficiency and effectiveness," Business Horizons, Elsevier, vol. 40(6), pages 32-38.
    • Handle: RePEc:eee:bushor:v:40:y:1997:i:6:p:32-38
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    References listed on IDEAS

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    1. Sheth, Jagdish N. & Parvatiyar, Atul, 1995. "The evolution of relationship marketing," International Business Review, Elsevier, vol. 4(4), pages 397-418.
    2. Webster, Frederick Jr., 1988. "The rediscovery of the marketing concept," Business Horizons, Elsevier, vol. 31(3), pages 29-39.
    3. Gruen, Thomas W., 1995. "The outcome set of relationship marketing in consumer markets," International Business Review, Elsevier, vol. 4(4), pages 447-469.
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    Cited by:

    1. Yoganathan, Dhanushanthini & Jebarajakirthy, Charles & Thaichon, Paramaporn, 2015. "The influence of relationship marketing orientation on brand equity in banks," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 14-22.
    2. Sin, Leo Y. M. & Tse, Alan C. B. & Yau, Oliver H. M. & Chow, Raymond P. M. & Lee, Jenny S. Y. & Lau, Lorett B. Y., 2005. "Relationship marketing orientation: scale development and cross-cultural validation," Journal of Business Research, Elsevier, vol. 58(2), pages 185-194, February.
    3. Gurjeet Kaur & Shruti Gupta, 2012. "Business Orientation of Indian Consumer Banking," Global Business Review, International Management Institute, vol. 13(3), pages 481-507, October.
    4. Nasim Khoshbahar Azar & Hormoz Mehrani, 2017. "The Effect of Relationship Marketing Orientation on Brand Equity (Case Study: Privileged Branches of Sepah Bank in Tehran)," International Review of Management and Marketing, Econjournals, vol. 7(5), pages 153-163.
    5. Augustine Adomah-Afari & Theophilus Maloreh-Nyamekye, 2019. "Enhancing Patient Satisfaction - Relationship Marketing Strategies of Two Specialist Hospitals in Accra, Ghana," International Journal of Social and Administrative Sciences, Asian Economic and Social Society, vol. 4(2), pages 213-231, June.
    6. Nicolae Al. Pop & Corina Pelau, 2006. "Dimensions of relationship marketing in the Romanian bank sector. Case study: BRD Express," Management & Marketing, Economic Publishing House, vol. 1(4), Winter.
    7. Samsudin Wahab, 2010. "The Evolution of Relationship Marketing (RM) Towards Customer Relationship Management (CRM): A Step towards Company Sustainability," Information Management and Business Review, AMH International, vol. 1(2), pages 88-96.
    8. Petrof, John V., 1998. "Relationship marketing--the emperor in used clothes," Business Horizons, Elsevier, vol. 41(2), pages 79-82.
    9. Tinsley, Dillard B., 2002. "Relationship marketing's strategic array," Business Horizons, Elsevier, vol. 45(1), pages 70-76.
    10. Harmeen Soch & H.S. Sandhu, 2008. "Does Customer Relationship Management Activity Affect Firm Performance?," Global Business Review, International Management Institute, vol. 9(2), pages 189-206, August.

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